It’s November in Mankato, Minnesota and all throughout the area, there’s already a sense of holiday excitement and cheer in the air. That’s because the first big November holiday is already happening this week, on November 5.
That’s right. It’s National Doughnut Day!
I’m sure the word “doughnut” brings a few visuals to mind. You may be thinking about glaze, frosting, and the words “Bavarian Cream” or “Bear Claw” might resonate with salivating celebrators. You may also be thinking about your favorite local bakery, or about a more national bakery such as Dunkin’ Donuts.
But there’s one doughnut bakery that may no longer be in the forefront of your mind: Krispy Kreme. Whatever happened to Krispy Kreme?
This doughnut day, we’re going to explore the history of this famous doughnut company. Krispy Kreme’s history with bankruptcy proves that it’s possible to go through a filing and successfully reinvent your business afterward. Let’s take a look at Krispy Kreme’s bankruptcy timeline:
- 2003: In 2003, Krispy Kreme’s business was sweet! The company was heralded as “America’s Hottest Brand,” for both consumers and investors. This phrase made the cover of Fortune magazine.
- Post 2003: As a result of low-carb diet trends, the market for doughnuts decreased rapidly. While Krispy Kreme’s competitors rebranded or introduced coffee drinks to avoid decreased sales and bankruptcy, Krispy Kreme continued to operate the same way it always had.
- 2007: Diet trends finally became too much, and in 2007, Krispy Kreme was forced to close a number of stores. Sales had decreased, and the company had to file for Chapter 11 bankruptcy.
- Now: Krispy Kreme emerged from bankruptcy a few years ago and is back on the doughnut scene. Now, however, the company is choosing to focus on specialty and international products in addition to their classic glaze!
Although Krispy Kreme may no longer be “America’s Hottest Brand,” the company has managed to come back from their Chapter 11 bankruptcy and refine their approach to deep fried dough. They will still be here to celebrate with you this National Doughnut Day, and they’ll also be celebrating with Canada and France!
Krispy Kreme is proof that it’s possible to successfully reinvent yourself after a bankruptcy filing in Mankato, Minnesota. Even after filing bankruptcy, life can still be sweet! If you would like more information about your own bankruptcy filing, contact the professionals at Behm Law Group Ltd. today.