CONCORD, N.C. — On the heels of opening its corporate offices and test kitchen in Charlotte,Winston-Salem-based sweet-treat maker Krispy Kreme is debuting a fresh store design in the region, too. The shop at 8018 Concord Mills Blvd. will open at 6 a.m. today.
It marks the brand’s first comprehensive store redesign in more than a decade. And it’s one of 45 stores Krispy Kreme plans to open across the country through 2020.
The design boasts digital and interactive features and “a ‘stylistic wink’ to Krispy Kreme’s heritage, while capturing the brand’s fun, warm and authentic personality.” It will offer an expanded menu, with doughnut-infused ice cream in both milkshakes and scoop sandwiches as well as customizable doughnut options where customers can choose from different glazes, toppings and drizzles.
The introduction of a fresh store design follows Krispy Kreme’s announcement of plans for a “first-of-its-kind flagship” location in New York City’s Times Square. That high-profile location will operate 24 hours a day, featuring a glaze waterfall and the world’s largest “Hot Now” sign.
Krispy Kreme is owned by German private equity firm JAB Holding Co. after being acquired in 2017. Though the company still claims Winston-Salem as its headquarters, it recently moved its CEO and other executives to a renovated warehouse in South End, where its offices include a “Global Product & Innovation Center.”