Krispy Kreme (DNUT) to IPO after Viral Campaign

Krispy Kreme went private in 2016 following a $1.35B buyout from a European holding company. Now the company is planning to IPO once again, and they couldn’t have picked a better time.

Three months ago, Krispy Kreme announced a controversial promotion: Free Donuts for vaccinated individuals anytime through the remainder 2021.

This decision received a mixed response from consumers, but it’s undeniable that it generated a massive influx of Buzz for the brand… Mention volume soared to a 5-year high on a 30-day moving average.

DNUT’s business model already revolves around giving away free donuts, so this may well have been a deft marketing maneuver.

Krispy Kreme Mentions experienced YoY growth during the lockdown last year, and we’ll monitoring to see if the donut franchise can continue that success going forward.