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| - Most of my friends have heads for business, and degrees to prove it. I do not. My education and temperament lend themselves to arguing for a living.
As proof of my lack of business sense, I offer my enthusiasm for Krispy Kreme Doughnuts. When I first heard of the chain, I was sure it would be a massive hit in our doughnut-crazy town. If I'd had the wherewithal, I would have wanted to be the guy who brought Krispy Kreme to Toronto.
Truthfully, I would have done so not for the piping hot, fresh donuts, for the wonder of of the matrix-like contraption from which these carbo-grenades are extruded in full view, or for the charming retro decor.
I would have done it for the coffee.
Krispy Kreme's first foray into the Canadian market introduced me to their frabjurous coffee; mild, bold, it didn't matter. It was hot and fresh and delicious.At it's best, Krispy Kreme's coffee trumped Starbucks, and heretically, most of the expensive espresso joints that have taken over the city. Offering three versions to Starbucks' bold/mild duality, Double-K delivered Seattle goodness at Scarborough prices.
Shows what I know. Krispy Kreme is routinely cited in B-schools as an example of how not to expand a brand. Success came too quickly, they say; they overestimated the market and underestimated the popularity of low-carb living. Within months, the brand failed and I was sent back to my usual coffee joints, unless I wanted to make the trek out to Mississauga. Needless to say, I didn't.
So imagine my delight when a scaled-down "Doughnut Cafe" opened at Bathurst and Harbord.
I made a point of spending a rare day off Christmas shopping downtown, and forsook my usual warm, ready subway route for the wilds of the Bathurst Streetcar. My hands shook with anticipation and caffeine withdrawal as the red rocket pulled near. I disembarked and entered the tiny space; fighting for a counter and stool with some Central Tech kids. No donut matrix machine here; instead, the slight disappointment of finished product shipped in from the Mississauga location. The donuts are fine but thankfully less addictive. Exposure dulls the faint crispness of the exterior and steamy softness of the interior.
The coffee made me sad. Maybe it was just this batch, or poor brewing, or slow turnover, but my bold cup featured none of the freshness, brightness or depth that I remembered. It was a decent enough cup, and maybe worth another shot as I write about it or if they opened closer to home, but not the destination that I remember.
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