How Krispy Kreme lost its way

There's a truism among investors that you should invest in what you know, understand, and like. It's a common sense strategy: You spot something new. It's special. It's useful or innovative. It's cool and affordable. Let me buy some of that!

The response to that can be summed up in just two words: Krispy Kreme (KKD).

Krispy Kreme had been a popular doughnut chain in the South since 1937, but remained unknown to the rest of us until about 1996. That's when the first Krispy Kreme popped up in New York City, on West 23rd Street.

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