Name: Krispy Kreme’s Tech-Driven Turnaround Plan Is Hitting the Limits of Automation
Uploaded: 2026-07-06T16:00:00Z
Duration: 6 min 12 s
Description: As Krispy Kreme attempts to rebound from a period of missed sales targets and profit losses, the company is trying to boost efficiency. But it’s found some tasks still require human hands.

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As Krispy Kreme attempts to rebound from a period of missed sales targets and profit losses, the company is trying to boost efficiency. But it’s found some tasks still require human hands. Photo Illustration: Josh Lisanby

https://m.wsj.net/video/20260702/2840be41-b791-4850-8dff-9cc0449dd92a/1/hls/manifest-hd-wifi.m3u8

As Krispy Kreme attempts to rebound from a period of missed sales targets and profit losses, the company is trying to boost efficiency. But it’s found some tasks still require human hands.

Krispy Kreme’s Tech-Driven Turnaround Plan Is Hitting the Limits of Automation

Excellent. All right, enjoy.

Could you ever see automating the decorating of these donuts?

We find that the best way to drive efficiency is with the coarse shell donut or the ring. But when it comes to putting the finishing touches on our donuts, that complexity, you know, that requires the hands and the eye coordination of our Krispy Kremers.

Plus a robot could squish them, right?

I would be very worried about squishing the donuts.

After a period of missed sales targets and profit losses, Krispy Kreme is looking for ways to grow. That means pushing its donut-making machines to do more and more. But even here, automation has its limits. While machines can mix and glaze a standard donut, they still struggle with seasonal and limited-time designs.

We have piloted a couple of robot-style solutions to see if they would work, but it got super messy. The glaze got into the joints of the robots. It's pretty tough to not, you know, harm the quality of the donut, and that's the most important thing for us.

Oh, look, there's the donuts.

Yeah, this is one of our largest lines that we operate across the country. It can make 400 dozen donuts an hour. And more than 50% of the donuts we sell are our original glaze.

Okay.

So it's absolutely critical that we get this process right.

How many unusable donuts do you tend to have?

So what we do is we try and aim for over 93% efficiency on that. So, you know, we obviously do make sure that the donut has to be perfect.

Okay.

You know, we really care about quality a lot.

I just saw one got taken off.

Exactly, yeah, exactly, so-

It looked a little sad, that donut, so yeah.

Exactly, so, you know, for us, it's really important that they retain the perfect shape.

What would you say the biggest bottleneck is currently in these kind of manufacturing facilities?

I mean, the biggest bottleneck for us is, you know, making sure that as we change flavors, that we're setting the teams up for success. The fact that we still have that hand-decorated element allows us to be incredibly agile as a business and offer a huge variety for our guests.

But it is costly, right? I mean, that's-

It is costly, but it's definitely worth it, you know, for us.

Krispy Kreme has more than 6,500 employees across the US, and about 10% to 15% of them work as decorators. Each can decorate up to 50 dozen donuts per hour. What's the hardest part of your job?

The hardest part, the demand.

Okay.

Yeah, it'd be the demand, 'cause sometimes you have a lot to make. I see these ladies have, like, so many donuts they're making, but sometimes you have to have a whole lot. Depending on how popular the donut is, it really sells a whole lot.

And part of that is because you have so many limited-time offers, right?

Yes, yes. Limited-time offers and sales, they merge together and people are like, "Hey, donuts."

Do you think your job could be automated ever?

Could it be automated?

Yeah.

I mean, to an extent maybe. But all the different things that we do on top of the donut, I don't think a machine could do that. Doesn't do it with love.

No.

There's no love in that. Robot can't do that. Not at all, I don't think so.

But Krispy Kreme is under pressure to become more efficient. The company is still fighting to remain out of the red after its ambitious deal to sell donuts at McDonald's fell apart. Let's talk about McDonald's.

Okay.

What happened with that?

I think that the consumer was really looking for more convenient access to Krispy Kreme's fresh donuts, and the partnership with McDonald's was designed to enable that, and certainly started effectively. However, we found that the revenue streams weren't necessarily sustainable over time because the conditions weren't as optimum as we have with many of our other customers.

Let's get more into the nuts and bolts. I know you manufacture a lot of your own equipment.

We do.

It's kind of unusual. How precise are these machines?

Well, I mean, I think there is always an element of the human element to make sure they run well. But yeah, they can do, one of our lines, a standard line, does 200 dozen donuts an hour. We have ones that can do all the way up to 400 dozen. You do have to keep an eye on many of the temperatures and humidity, and making sure the yield of these machines is working effectively. I always think that our Krispy Kreme employees bring something special to our donuts. I do think that there's opportunity to improve and become more efficient. I do think we can leverage technology, and we're exploring various things, whether it's in the manufacturing process or in distribution, demand planning, supply planning, the like, where we can leverage technology. But I'm really proud of what our Krispy Kreme does too.

Where would you say you are in your turnaround story right now?

Yeah, we've been growing the brand. Krispy Kreme is a growth story for many years. We implemented a turnaround in the middle of last year because we wanted to make sure that growth was behind sustainable revenue streams, profitable, and that we strengthened our balance sheet.

And you are forecasting a profitable year this year?

We are, we're forecasting 2% to 4% system-wide sales growth. And to drive up margins as we have been, we've seen margins go up 250 basis points so far since we implemented the turnaround. We expect to continue to see that margin improvement, all as we shift to a more capital-like model, franchising becoming a bigger part of the revenue stream, so that we can continue to grow, but in a more capital-efficient way.

What is the future for donuts in this kind of health-conscious GLP-1 era?

What I think our customers are looking for when it comes to donuts is great quality, great tasting, fresh donuts, and that's what Krispy Kreme does. You know, when you have your moment of sweet treat sharing, it's gotta be worth it, it's gotta be amazing. And that's why I think our donuts really, even in this changing world, are relevant.