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Krispy Kreme Introduces New ‘Signature’ Coffee Line

Hoping to sell more high-margin coffee drinks, Krispy Kreme has launched new Krispy Kreme Signature Coffee Blends at its more than 660 retail locations.

Krispy Kreme Signature CoffeeThe new blends include Krispy Kreme Signature House (medium-bodied Latin American blend), Krispy Kreme Signature Dark Roast (African, Indonesian and Central American blend) and Krispy Kreme Signature House Decaf (Columbian and Sumatra blend).

According to a Wall Street Journal report, coffee accounted for approximately 4 percent of Krispy Kreme’s sales last year, while all drinks accounted for 12 percent. Drinks at Dunkin’ Donuts, by comparison, accounted for 60 percent of sales last year.

“The coffee was never merchandised, never marketed and might not have been as good as they wanted it to be,” Tony Brenner, an analyst at Roth Capital Partners, told the Wall Street Journal. “It’s never been pushed as part of the experience.”

The full story: Wall Street Journal


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