In this article:
- Krispy Kreme is running a promotion until May 4th, selling boxes of glazed donuts for the average price of a gallon of gas in the U.S.
- The donut maker is trying to sweeten the effects of inflation, which have hurt consumers with increased gas and food prices.
- Krispy Kreme wants to create a donut habit that will continue after the campaign ends.
Krispy Kreme is hoping that a spoonful of sugar will help inflation go down a little smoother.
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The donut maker is selling a dozen glazed donuts for the average price of a gallon of gas in the U.S. For three Wednesdays in a row, customers can purchase a box of donuts for the listed price of a gallon of gas from the previous Monday. Krispy Kreme is aiming to ease the pain of inflation, which has caused prices to increase 8.5% over the past year, the biggest jump in the inflation rate in decades.
In an announcement of the campaign, Krispy Kreme joked that it’s “tapping its ‘strategic doughnut reserve’” to offer the discounted donuts. A dozen glazed donuts usually costs about $20 at Krispy Kreme. Customers will be limited to two boxes of the donuts each. Chief Marketing Officer at Krispy Kreme, Dave Skena said “we know that despite the high gas prices people have to be out and about anyway.” Skena wants to provide “a little doughnut deflation” for the consumers.
Americans have been smacked by inflation in recent months, as prices for gas, groceries, and more have increased steadily thanks to supply chain crunches and war in Ukraine. The average price of a gallon of gas in the U.S. was $4.080 as of April 17, 2022, compared to $2.870 a year ago.
Krispy Kreme is capitalizing on a topic that’s at the forefront of everyone’s minds right now, while also offering customers a sweet deal. But Krispy Kreme is also hoping that you might add on some extra boxes of donuts, with different flavors sold at the usual price. Krispy Kreme could also be attempting to create a habit of getting donuts on a weekly basis, even after the promotion comes to a close on May 4, 2022, according to NBC News. The promotion may also help the sweets company close gaps in its budget as commodities and wage prices increase.
Krispy Kreme may be the first brand to build a campaign based on inflation, but it might not be the last if prices continue to climb.