Krispy Kreme Tries Do-Over in Dunkin’ Donuts Country

Krispy Kreme will open seven stores in New England. (Photo: Krispy Kreme)

Hot off last week’s primary, New Hampshire-ites will soon have an even tougher decision weighing on their shoulders: where to go for breakfast.

Krispy Kreme announced Monday that it plans to open seven new stores in New England, with the first four shops coming to the Granite State. But as anyone who’s ever visited the region knows, it’s a Dunkin’ Donuts stronghold. Does the retailer really expect its signature Original Glazed treats to lure loyalists away from their Munchkins? 

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“Our fan base is very strong in this area, despite having a limited presence in New England,” Sarah Roof, corporate communications coordinator for Krispy Kreme told Yahoo Food. “We hope to capitalize on this fan base and deliver that Krispy Kreme experience that generations of fans around the world have come to expect.”

This is not the first time the North Carolina-based doughnut chain has tried to expand in the region. Seven stores that operated for a short time in Massachusetts, Rhode Island and Connecticut ultimately shuttered in 2007

But representatives for Krispy Kreme, which currently operates 300 shops in 41 states nationwide, would not discuss past closures, choosing instead to focus on the future openings in New Hampshire and Maine.

The stores will be operated by Cort Mendez, owner of NH Glazed, LLC, who has 10 Five Guys burgers and fries franchises under his belt.

“Our team is excited to bring this iconic brand to the north and share that signature taste of Krispy Kreme’s sweet treats and premium coffee,” said Mendez in a press release. “We already have a nice following in both states, so we’re confident Krispy Kreme Doughnuts will become a fast favorite!”

When asked for comment on the news, Dunkin’ Donuts representatives were happy to pat themselves on the cruller.

“Our guests are loyal to Dunkin’ Donuts because of the many ways we work to give them an unsurpassed guest experience,” Chris Fuqua, vice president of Dunkin’ Donuts brand marketing told Yahoo Food. “We make our entire menu available all day, and offer our guests more than 25,000 different ways to customize their favorite coffee any way they like it.”

Customers can even wear their Dunkin’ love on their sleeves.

“We’re currently featuring our popular Brownie Batter and Cookie Dough Heart Donuts in New England and across the country,” said Fuqua. “Our Brownie Batter Heart Donut is a heart-shaped donut with brownie batter flavored buttercreme filling, topped with chocolate icing and heart sprinkles. The Cookie Dough Heart Donut is a heart-shaped donut with cookie dough flavored buttercreme filling, topped with chocolate icing and chocolate chips.”

Sweet.

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