News

Krispy Kreme’s new CEO hints at broadening brand beyond doughnuts

July 14, 2014

Tony Thompson, Krispy Kreme’s newly-appointed CEO and former Papa John’s president, may be looking to grow the 77-year-old brand’s portfolio beyond its signature "hot now" doughnuts.

In an interview with USA Today, Thompson said possibilities include savory lunch options, licensed ice cream, coffee and more. He said Krispy Kreme can leverage its "iconic, craveable brand" in ways other brands can’t.

Some highlights from the interview:

• Thompson wants to feature more limited time offers, which especially attract the Millenial consumer.
• Licensing ventures are on the radar for product such as candy, cereal, ice cream and cake mixes.
• Krispy Kreme will continue to grow its coffee presence, including in the retail space. It will also look to expand its beverage offerings such as Chillers.
• Savory lunch items and snack items.