News

Krispy Kreme to 'do' doughnuts in Times Square

June 12, 2019

Early next year, Krispy Kreme said it will open a Time Square Flagship location that the brand calls a "first-of-its-kind" store, anticipated to "serve more guests annually than any other Krispy Kreme location in the world," a news release said. 

That's saying something since the brand now has more than 1,400 stores in 33 countries globally. The New York City flagship boasts 4,500 square feet of retail space and the doughnut theater where doughnut-doting customers can watch everything from the initial mixing of raw ingredients to the glaze waterfall that coats the circles of warm dough at the end of their "creation experience."

Then, customers can enjoy the baked confections in what will be the world's largest Krispy Kreme doughnut box with stadium-style seating, the release said. 

"Our direction is to be the most loved sweet treat brand in the world," Krispy Kreme Doughnut Corporation President and CEO Michael Tattersfield, said in the release. "In the most iconic city in the world, the Krispy Kreme Times Square Flagship will showcase our brand on the global stage and inspire customer wonder."

The world's largest Hot Light will signal to the Times Square masses the making and serving of hot and fresh doughnuts 24 hours a day at the flagship, where Krispy Kreme said it also will activate "immersive and interactive" digital features. 

The store is designed for customers on the go with an exterior walk-up window and interior "grab-and-go" counter with prepackaged doughnuts. And of course there will be New York City and Krispy Kreme emblazoned merchandise for customers who want to "take it with them."

Photo: Krispy Kreme via Twitter