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MAKING DOUGH

Why Krispy Kreme went public—again

The Krispy Kreme Hot Now sign.
Reuters/Carlo Allegri
So hot right now.
  • Sarah Todd
By Sarah Todd

Senior reporter, Quartz and Quartz at Work

Published Last updated on

Krispy Kreme knows how important it is to strike while the iron is hot: Whenever the chain’s stores pull out a fresh batch of doughnuts, they flip on a famous “Hot Now” light to let customers know. Celebrities from Gladys Knight to Chris Rock have declared themselves fans of these melt-in-your-mouth yeast treats, which are best devoured warm.

You might call 2021 a “Hot Now” sign on the market for initial public offerings (IPOs), and Krispy Kreme is hoping to take a bite. Earlier this month, the 84-year-old brand went public for the second time under the ticker DNUT, having delisted after it was acquired by German investment firm JAB Holding in 2016.

Krispy Kreme’s IPO

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