In the world of desserts, there are combinations that never fail: a chocolate cake, an apple pie, or a banana split in summer. Of course, donuts hold a special place among the classics. Krispy Kreme and Dunkin Donuts, two giants in this universe, fight daily to maintain leadership with original proposals and eye-catching promotions.
Both chains are accustomed to launching limited edition products to capture the public's attention. However, this time it was Krispy Kreme that surprised with a double play: a new collection of donuts that mixes two irresistible classics and a well-thought-out promotion. This combination not only caught the attention of customers but also put their main competitor in a bind.
An inspired trio of flavors
Since April 22, Krispy Kreme has launched its new Craving Cheesecake Collection. This collection brings together three never-before-seen donuts, all inspired by the classic cheesecake. It is a proposal that unites two iconic desserts in a single experience.
Among the options is the Strawberry Dream Cheesecake Doughnut, filled with cheesecake-flavored cream, glazed with strawberry, and topped with red fruit cookie crunch. The Cookies & Kreme Cheesecake Doughnut includes a creamy cheesecake filling with cookies, is covered with white glaze, with chocolate cookie pieces and powdered sugar. Finally, the Caramel Delight Cheesecake Doughnut offers a cinnamon base, covered with cheesecake cream, caramel, and a drizzle of syrup on top.
These products are available individually or in boxes of a dozen. They can also be obtained through the website and the official app, both for delivery and pickup. In some selected supermarkets, they are also sold in packs of six units, which expands their reach to new customers.
A strategic move that takes by surprise
But that was not all, just a few days earlier, on April 15, Krispy Kreme took advantage of Tax Day in the United States to launch a promotion. By purchasing a dozen Original Glazed donuts, customers received a second one for the value of the local sales tax. The amount varied by state, but it was always very economical.
Additionally, the brand offered a digital option: by placing an online order and entering the code "TaxBreak," the second dozen was completely free. This promotion was available for pickup or delivery, which made it accessible to more people. In contrast, Dunkin Donuts did not present any offer that day.
This difference did not go unnoticed. While Krispy Kreme managed to connect emotionally with the public on a stressful day, their competitor remained silent. The result was a victory in image and presence for one of the country's sweetest brands.