Krispy Kreme was a $50 hot stock — then came Atkins, channel stuffing, and a $6 collapse

Krispy Kreme was one of the hottest IPOs of 2000, listing at $21 per share on 5 April 2000. The brand had a cult following — the 'Hot Now' neon sign that lit up when fresh doughnuts came out of the oven was retail magic. By August 2003, the stock had soared to $50, and the company was operating nearly 400 stores worldwide with $665 million in annual sales. Analysts called the fundamentals solid.

The downturn was fast and brutal. In May 2004, Krispy Kreme missed quarterly estimates for the first time. CEO Scott Livengood blamed the Atkins low-carb diet craze — America had decided doughnuts were the enemy. But analysts noted that rival Dunkin' Donuts had not suffered the same decline. The real problem emerged soon: Krispy Kreme had grown too fast, oversaturating markets and pushing franchisees into unprofitability. To keep the numbers looking good, the company engaged in channel stuffing — shipping extra doughnuts and equipment to franchisees at the end of each quarter to inflate sales.

The SEC launched an investigation. In August 2005, a report found Krispy Kreme had inflated revenue and engaged in improper accounting. Livengood was ousted. The stock fell to about $6 — an 88% decline from its peak. In 2009, the SEC issued a cease and desist order, and Krispy Kreme restated earnings downward by $10.5 million. The company was acquired by JAB Holding for $1.35 billion in 2016 and taken private, returning to the public market in 2021.