Krispy Kreme is bringing their doughnuts to Doraville.
Winston-Salem, North Carolina based Krispy Kreme will soon begin construction on a new bakery cafe location on Buford Highway in Doraville Plaza. The new cafe will replace what was originally built as a Long John Silver's restaurant, but had more recently housed a series of independent eateries.
Krispy Kreme will be located adjacent to an existing Chick-fil-A restaurant and just south of the upcoming McDonald's restaurant within the same center, anchored by a Burlington Coat Factory. Less than a mile south of the Burlington center, a new Zaxby's is being built in place of French's Boots, originally a Krystal.
Krispy Kreme pales in comparison in both size and sales to that of larger rival Dunkin' Donuts and offers a far more simple menu. Dunkin' has significantly diversified their menu, adding new sandwiches, hot, cold and frozen beverages as well as expanded their baked goods offerings. Krispy Kreme, on the other hand, features a menu almost entirely dedicated to coffee and doughnuts.
Krispy Kreme started in Winston-Salem in 1937, and went public on 2000. Leading up to company's IPO, Krispy Kreme was experiencing sales increases and seeing growing interest in their classic doughnuts. In the months and years that followed, the stock price and public sentiment for the company nosedived with sales plummeting and the stock dropping from its high of $50 in 2003 to as low as $1.29 in 2009. The stock has rebounded as of late and today trades at about $13 a share, up nearly 40% this year.
New York based Crumbs Bake Shop is currently going through a similar sales and stock slump as Krispy Kreme did, but its outlook on the future remains hazy. Crumbs went public in 2011, and by mid 2011, reached what would be its all time high of more than $13 a share. This year the stock has fallen nearly 60% and this week traded as low as $1.15. The company announced plans to open as many as eight locations in Atlanta last year but has thus far opened none.
During the late 90s and early 2000s, Krispy Kreme opened a number of new locations including one that opened at Buckhead Exchange on Peachtree and another in an outparcel of Akers Mill on Cobb Parkway. A large portion of the former Buckhead location is now home Nancy's Pizza, while the outparcel at Akers Mill recently opened as a Zoës Kitchen.
Currently operating Krispy Kreme locations in metro Atlanta include their popular Ponce de Leon Avenue spot in midtown, as well as locations in Roswell and Buford and assorted other suburban cities.
Where do you go for doughnuts in Atlanta? Will the new QuikTrip just inside the perimeter and the upcoming Raceway less than a mile from the Krispy Kreme hurt their business? What other restaurant would you like to see open along Buford Highway? Please share your thoughts below.