Krispy Kreme unveiled today that, for the first time in nearly a decade, they plan to overhaul their stores. This includes aesthetic changes to the shop itself, introduction of a mobile order system, and some interesting tweaks and additions to the menu.
Besides introducing new doughnuts, Krispy Kreme has also opted to let people make their own.
Starting with an un-glazed doughnut, there will be the option to choose between five glazes, ten toppings, and five drizzles. So imagine the possibilities you can come up with.
Also new to the menu is an Original Glazed Doughnut-infused ice cream.
Doughnuts and ice cream — it’d be absolutely criminal to not make an ice cream sandwich. And that they did. The ice cream sandwich features a scoop of the new ice cream in between a glazed doughnut, with your option of toppings and drizzles.
In addition, they’ll be hand spinning milkshakes with the new ice cream. The shakes come in five different flavors (Vanilla Glazed, Double Chocolate, Salty Caramel, Classic Strawberry, and OREO® Cookies & Kreme™) and are topped with whipped cream and a mini-Original Glazed Doughnut.
The new store design is a clean, streamlined look consisting of white brick walls with hits of green steel that retains the brand’s classic style while giving it a modern edge. It also includes an update to the famed doughnut theater, which will now show even more of the doughnut making process.
The first of these re-designed shops is launching in Concord, North Carolina on Tuesday, July 23rd, and another 45 are planned to launch throughout the U.S. by 2020. Existing stores will also receive a renovation.
Soon, people all over will be able to watch every step of their doughnut being made and then get to customize it to their exact liking. Now that’s brand transparency.