Krispy Kreme to Bring Doughnut-Making Theater to Times Square

The forthcoming 24/7 flagship store will let you watch the doughnut-creation magic while seated inside the world’s largest Krispy Kreme doughnut box.

Glazed Doughnuts

Glazed Doughnuts

When the red neon “Hot Now” sign beckons from the highway, few drivers can resist the pull of Krispy Kreme. Though it’s now an international sensation, the doughnut chain got its start in Old Salem, North Carolina. Inside the store, delicious doughnuts arrive, fresh off.

Watching Krispy Kreme doughnuts being made is a delicious sort of theater, so the location of Krispy Kreme’s new flagship store makes total sense: Times Square, smack dab in New York City’s Theater District: The Crossroads of the World.

The Winston-Salem, North Carolina, doughnut maker has announced plans to open in early 2020 — a 4,500-square-foot 24/7 NYC retail store featuring fresh, hot doughnuts available round-the-clock, the world’s largest Hot Light (signaling that the doughnuts are hot, fresh and ready to eat), individual and group immersive and interactive digital experiences, and exclusive Krispy Kreme merch “that celebrates both New York City and Krispy Kreme in a fresh and fun way,” the company promises.

Aiming to serve more customers than any other Krispy Kreme locale, the new flagship store will showcase the doughnut-making process, from mixing to glazing the latter being accomplished via a glaze waterfall. Guests drink in the experience, gaze upon the doughnut-making magic and chow down on Original Glazed doughnuts while seated inside the world’s largest Krispy Kreme doughnut box, which will feature stadium-style seating.

Oh, and if you don’t feel like going inside and dealing with the indoor crowds, you buy your doughnuts and coffee at the flagship store’s exterior walk-up window and deal with the outdoor crowds instead.

“Our direction is to be the most loved sweet treat brand in the world,” Michael Tattersfield, CEO and president of Krispy Kreme Doughnut Corporation, said in a news release. “In the most iconic city in the world, the Krispy Kreme Times Square Flagship will showcase our brand on the global stage and inspire customer wonder. We love making awesome doughnuts – and New Yorkers deserve hot and fresh doughnuts!”

People on social media seem to agree.

“Best news ever,” one doughnut fan wrote on Instagram.

“OMGGGGG yassss,” responded another.

In other exciting Krispy Kreme news, the brand is introducing a new Original Filled Doughnut, which features a classic Original Glazed doughnut with a choice of two fillings: Classic Kreme and Chocolate Kreme.

The launch has something to do with the 50th anniversary of the moon landing, but the most exciting thing about it is that it comes with free doughnuts one per guest on June 22.

So you don’t have to wait until 2020 to get in on the Krispy Kreme doughnut-eating action … or brave the crowds.

Photo courtesy of Krispy Kreme

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