Popular Doughnut and doughnut Stores industry

A doughnut is usually sweet, deep-fried flour dough that has been shaped into a ring or sphere. Some contain fillings, such as jam or custard, and some have toppings, such as frosting or sprinkles. Donuts are popular in many countries and prepared in various forms as a sweet snack that can be homemade or purchased in bakeries, supermarkets, food stalls, and franchised specialty outlets.

In Madrid of Spain, a few hours before the store is open, people began to line up in the cold night. When the doughnut stores are opening, the fanatical customers promptly rush to the door. They shouted with the desire to the sweet: "Donut". In Japan, doughnut is popular as same as the Japanese TV dramas. Anywhere in the TV drama or advertising related to the fashion and young people, there are doughnuts.  In recent years, it is also popular in many cities like Boston, Sydney and Taipei. It is a popular pastry around the world and it is synonymous with style. Donut has become the symbol of fashion, young and romance.

Doughnut Stores industry revenue is projected to increase at an annualized rate of 2.5% over the five years to 2012, despite the economic downturn. In 2012, in particular, revenue is expected to jump as stores recover from the slowdown. Revenue growth slowed and declined in 2008 and 2009, respectively, because of low consumer sentiment and personal disposable incomes. Although the recession pulled consumers away from doughnut stores, it did not lessen their sweet tooth entirely .because sweet food like doughnut makes people happy, so people like to eat sweet food when the mood is depressed ,if strapped for cash, consumers were more likely to buy lower-cost doughnuts from grocery stores. Instead of purchasing doughnuts from specialty shops

The Doughnut Stores industry is estimated to generate $11.6 billion in 2012 revenue thanks to companies like Dunkin' Brands (estimated 57.5% market share) and Krispy Kreme (4.6%). Over the past decade, the major corporate and franchise companies continued aggressive expansion. This expansion has allowed the industry to grow at an annualized rate of 2.5% over the five years to 2012, while overall revenue for independent operations has remained relatively stagnant. The number of industry stores has also increased significantly, with doughnut store chain locations propping up around the country. Today, the industry comprises roughly 18,063 establishments, representing a 3.1% annualized rate of growth since 2007

The Doughnut Stores industry also expanding their product choices and helping drive demand for doughnuts. For example, Dunkin' aims at China with pork donuts, pork donuts may not be palatable to Americans or Europeans, but the parent company of Dunkin' Donuts and the Baskin-Robbins ice cream chains is catering to local tastes in China, where it aims to open another 100 stores in the next two to three years. Krispy Kreme recently announced three new signature coffee blends, and that it will offer them to consumers in packaged form by the end of 2012. By providing coffee and other products in addition to doughnuts, industry operators hope to attract consumers to their stores more frequently, Another tactic that doughnut stores are using to boost consumer interest is offering smaller doughnuts, which have fewer calories and less fat. These appeal to health-conscious consumers who may be inclined to indulge more often when smaller portions are offered.

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