In the U.S., leading doughnut chain Krispy Kreme has come up with a novel way of easing the pressure of soaring gas prices on customers.
The price of fuel has hit record highs both north and south of the border. In the States, it has exceeded US$4 per gallon and the average price remained around $4.11 this week.
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This, of course, is a serious concern for restaurants and for consumers after two years of severe financial and socio-economic pressures.
But one renowned chain has found an inventive way of putting a positive spin on the crisis.
Starting April 13 and running every Wednesday until May 4, Krispy Kreme is offering a dozen Original Glazed Doughnuts for the price of a gallon of gas, which it calls “doughnut deflation”.
The price will be “based on the national average price of a gallon of regular gasoline in the United States on the Monday at the beginning of the week,” the company said. Dave Skena, chief marketing officer, said the idea was born from his own staff’s complaints about gas prices.
The starting promotional price of US$4.11 at’s less than half its typical price of over US$10.
There is a limit of two dozen at the promotional price at participating shops nationwide at the drive-thru and for pick-up by ordering online and through the Krispy Kreme app.
“While Americans deal with the rising price per gallon of gasoline, we’re lowering our PPOG – price per Original Glaze,” added Skena. “Inflation and high gasoline prices are serious and forcing families to make tough tradeoffs. … A dozen Original Glazed Doughnuts for the price of a gallon of gas will help our fans make midweek a little sweeter for their friends and family.”
Recent surveys found that 86 per cent of consumers say that rising gas prices are having an effect on their spending on other goods and services, and two-thirds (66 per cent) of restaurant owners say they are struggling with the surge.
