Krispy Kreme’s ‘Hot Doughnuts Now’ feature goes digital

Krispy Kreme’s fans live for the “Hot Doughnuts Now” storefront neon sign that alerts passers-by that a new batch of doughnuts has just been baked and glazed. Now the chain is shifting the alert to cell phones via a new app.

Patrons can designate which Krispy Kreme store is their favorite. When that unit flashes the sign, a “Hot Now” image also fills the screen of their phones.

“The app also offers stored value, which can be securely loaded and allows our guests to easily pay and go,” CEO Anthony Thompson recently explained to investors.

Other features envisioned for the apps are advanced ordering and a fund-raising function, he added. 

The app is currently being used in four markets, with a systemwide rollout planned for later in the year, Thompson said. 

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