An impromptu poll for health-focused consumers: If Krispy Kreme adds healthy menu items, will you stop there instead of at Starbucks or Dunkin' Donuts? Chief executive officer James Morgan is betting yes. Krispy Kreme will roll out several healthier additions to its menu -- including fruit juice, oatmeal and yogurt -- to woo a customer base bent on making healthy choices.
"We weren't getting a lot of verbal complaints," Morgan told BusinessWeek. "But we also were not getting the sales we thought we should." Krispy Kreme has long been known for its warm glazed doughnuts, but the recent low-carb craze caused a drop in sales. In addition to its healthy menu items, Krispy Kreme will also offer a range of specialty coffee drinks starting in September.