A Hole in the Donut Market

With Krispy Kreme's restructuring with closures in the past year, they recently made an announcement that would discontinue the sale of their products in grocery stores and convenience stores. The popularity of their extremely sweet donuts quickly grew to intense popularity but was short lived.
From an economic standpoint, the problem for Krispy Kreme is that it tried to do too much too fast, said Harlan Platt, professor of finance at Northeastern University. "If you have all this competition, the unique aspect of the product is diluted," said Platt. "Krispy Kreme sought to saturate the market with a unique novel product that wore out."

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