Take a Look at Krispy Kreme's New Flagship Store, Which Is a Doughnut Heaven on Earth
On September 15, Krispy Kreme will open a new flagship store located in Times Square, i.e. the heart of New York City. But before opening its doors to the masked masses, I was able to take a tour of the new spot, which is what I imagine doughnut heaven would look like.
When I stepped through the green doors, my eyes landed on a decorative light-up conveyor belt that wrapped around the ceiling of the shop, mimicking the real deal, which moved the sweet smelling doughnuts toward their rightful owners. Colorful Krispy Kreme merchandise, including a line of T-shirts exclusive to the store, was set out in neat stacks. There were even pools of “glaze” painted on the floor, as if there’d just been a sugary spill.
Of course, I gravitated to the main event: the conveyor belt that sat behind a wall of glass, upon which the doughnuts would go through each stage of their life cycle. I watched a platoon of doughnuts gently wade into a pool of oil to be fried, excitedly flip halfway through, and glide under the two-foot-tall glaze waterfall.
Across the room from where the doughnut-making magic happens is a stadium-style seating area, the perfect vantage point to spend an afternoon relaxing and watching the doughnuts go by. Sitting on the risers under the world’s largest “Hot Now” light, you feel the sort of rah-rah atmosphere of giddy youth and excitement that you might feel in a stadium in which the main event involves more athleticism than fried dough.
The back of the store is where the hard decisions are made. Cream-filled or raspberry-filled? Oreo topping or Reese’s topping? Chocolate icing or sprinkles (or both)? Dozens of flavors are displayed proudly behind a glass case, each one whispering “Pick me! Pick me!” Rest assured if you’re too indecisive to handle the coliseum of doughnuts in the back of the store, you can pop by the 24-hour window to quickly grab an original glazed and a cup of coffee without being distracted by the multitude of flavors.
But if you are looking to try something new, there's the Big Apple doughnut. Only available at the new flagship store, the $11 doughnut was inspired by the city this shop calls home. It's a doughnut is filled with apple-flavored cream and coated with a glossy red icing that's shinier than your favorite tube of lip gloss. Each one is served in a large dark green box embossed with a gold logo and polka dots that looks more like it's holding a luxury watch, not a luxury doughnut. It's a Krispy Kreme experience like no other.
Of course, opening the new store during a global pandemic was never the plan, but the store has various features to make sure things are as safe as possible. There are hand sanitizer stations around the store, and signs advising customers to keep a safe distance, sanitize, and wear masks. But the safety precautions don’t take away from the joy and whimsy of the Krispy Kreme store. In fact, if there’s anything the pandemic has taught me, it’s the importance of finding joy in the simple things. And what could be more delightful in a world filled with so much worry than a warm, fresh doughnut that makes no promises other than being the best thing you’ll eat today? I’ll take a dozen.
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