It wasn't so long ago, that an opening of a Krispe Kreme shop was a newsworthy event. Patrons would line up around the block and wait for hours for a taste of the sugary doughnut.
But times have changed. The company no longer sees the long lines, and has been in a financial bind for several years.
So, the company is trying a Hail Mary pass at drawing attention back to its stores.
They are giving away $1 Million dollars worth of doughnuts.
Krispy Kreme has launched a holiday program in Australia giving away a six-pack of sugary snacks to anyone who goes to their website, downloads a coupon, and presents it at a Krispy Kreme shop.
Many stores sold out not just of the original glaze, which were given away.
The offer was promoted via radio stations in Sydney, Melbourne and Brisbane, as well as on Facebook and Twitter.
“We’ve given away more than 600,000 delicious Krispy Kremes and the queues outside of our stores have been even bigger than when we initially opened in Australia in 2002. There’s been a massive amount of buzz." Australia's Krispy Kreme CEO Nigel Glasby says.
The promotion has drawn more than 200,000 hits to their website, with more than 100,000 coupons downloaded.
Imagine if they had done this as a Groupon promotion in the States?
The question of course, is whether the freebies will turn into return customers, and get the cash registers ringing again.