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Inside Bulloch Business with DeWayne Grice - A sweeter Boro: Krispy Kreme now official

Statesboro is about to get a whole lot sweeter.

In a few months, we can all head to the "Hot Now" sign in record numbers. That's right - Krispy Kreme has announced its decision to finally enter the Statesboro market.

Construction will begin in the spring, and the company anticipates a fall opening, just in time to welcome a new freshman class to Georgia Southern. Krispy Kreme will be located at 190 Northside Drive E., next to Taco Bell, where the temporary TitleMax building currently sits.

TitleMax will relocate to a new location yet to be determined.

Krispy Kreme Doughnuts Inc. is a global retailer of sweet treats, including its signature original glazed doughnut. Headquartered in Winston-Salem, North Carolina, the company was founded in 1937. It is also well-known for its fundraising program, which for decades has helped non-profit organizations raise millions of dollars in funding.

Krispy Kreme was founded by Vernon Rudolph in Winston-Salem and initially began selling doughnuts to local grocery stores. In 1955, the company officially began offering doughnuts to sell to raise funds for churches, school, clubs and organizations. That is when the Krispy Kreme saw an upswing in growth, and it has continued to grow steadily.

One of Krispy Kreme's most innovative marketing developments occurred in 1992 when it introduced the "Hot Now" light, which indicates the glazed doughnuts are at their most mouth-watering freshness.

In 2011, Krispy Kreme Signature Coffee Blends was launched at most store locations in the United States and Canada.

Embracing technology, 2011 also was the year the company launched the "Hot Now" app in response to customers' requests to know exactly when the doughnuts come off the production line. It has now evolved to actually alert fans when it is the perfect time for a hot, delicious doughnut.

In 2012, Krispy Kreme marked its 500th store opening, which was in Aguascalientes, Mexico. The chain opened its first international location in 2001 and since has expanded to 21 international markets, with more than 100 stores in Mexico alone. In 2015, the 1,000th store was opened in Kansas City, Kansas.

The Krispy Kreme brand has a cult-like following. It is pretty difficult to describe how heavenly it is to put a hot, perfectly glazed doughnut in your mouth for the first time.

In QSR Magazine, Dwayne Chambers, the chief marketing officer for Krispy Kreme, offers one of the best explanations of how this incredible company continues its success: "People come to Krispy Kreme not because they're hungry. They are a lot of things they could do to solve an appetite need. They come because they have a desire. It may be a reward for a great week or a tough week or a hard day. It may be that, 'Hey, I just got a new boyfriend,' or, 'Hey, I just lost my boyfriend.' Somehow, there's an emotional reason that people want to be comforted by doughnuts."

We Southerners know our comfort food, and anything fried is definitely on top of the list. Let the countdown begin to another great addition to Statesboro as we prepare to welcome Krispy Kreme.

Please email DeWayne at or give him a call at (912) 489-9499.


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