All Hail the “Fashion Doughnut”

…As Krispy Kremes are now being called, by publications such as Glamour.

Krispy Kreme, like Starbucks and Dunkin’ Donuts, is an American fast food chain. But like Tim Hortons in Canada… It’s not very fast.

A Krispy Kreme store opened a few months ago, not too far away from me, in Birstall. I’d heard so much hype around it by people I knew on Facebook, naturally I had to go check it out.

So I queued for half an hour for some doughnuts, against my better judgement. It’s safe to say… They were worth it!

I bet if I really tried I could go around the supermarkets – and other fast food chains – and find doughnuts that taste just as good as Krispy Kremes. I could find them for 50p each rather than over one quid… And in just as many varieties… But I won’t.


Because I, like so many others, are willing to pay that little bit extra for the brand.

Stupid? Yes.

Clever branding by Krispy Kreme? Extremely… They’re having consumers believe that they produce upmarket doughnuts, with an element of exclusivity.

But fair play to them, they do have the product to back it up.

An article in the latest issue of Glamour magazine states that they have collaborated with Krispy Kreme to produce two limited editions in orange and pink – called the Glamour Glaze doughnuts.

I will definitely be sampling these the next chance I have to go down to Birstall. Keep up the good work, Krispy Kreme.

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