Doughnuts Reach A New Level


Our ongoing obsession with doughnuts is enough to bring even a noted aficionado like Homer Simpson to his knees. The recent past has seen a new generation of doughnuteries open for business around the country, and they differ from the usual suspects in several ways.

First, many operate on the theory of planned scarcity. Chicago’s Doughnut Vault promises “artisanal, handcrafted doughnuts that are made fresh daily in small batches to preserve quality,” and once those small batches are depleted, the doors are closed. This strategy creates urgency, builds buzz and results in a very long line of anxious customers well before the shop opens.   MORE

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