Krispy Kreme wants to expand coffee sales at a time when its competitors are branching into other categories.
Speaking to CNBC on Thursday after the company reported a fourth-quarter profit, CEO Jim Morgan sees coffee and donuts as a natural pairing. Coffee currently makes up 4 percent of sales and Morgan wants to double that.
The first step is to get current donut customers to buy more coffee, then draw in new customers with promotions. For instance, Morgan said Krispy Kreme is currently pushing a promotion of a coffee of any size for USD99 cents with a dozen of its sweet confections.