Loss leader baby
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Percentage of people that are going to go out of their way, multiple times, to go there and never buy anything else will be a very small fraction. I'd bet this ends up as a net profit for them - go get free donut, buy coffee. (1 donut marg. cost, 2 cents?)
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The gas to drive to a krispy kreme is probably more expensive than 1 glazed donut
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just at a time when lockdown obesity is being recognised as a problem!
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They're probably making the same calculation as gyms: lots of people sign up (or here, get vaccinated) with the intent of going every day, but then mostly don't show up.
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