Krispy Kreme cult

Fresh from the oven and conveyer belt, Krispy Kreme donuts have been a spectacular commercial success. The company has also proven its savvy marketing skills and developed a cult following.

However, some market analysts say it’s time to dump the donut stock, while others claim this cult phenomenon has “staying power,” reports Knight Ridder.

Krispy Kreme sold more than a half billion donuts to its faithful last year alone, which represented a 27% sales increase over the previous year.

Can there be any doubt that these donut devotees are diehards? And does this mean that Dunkin Donuts is doomed?


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