How Krispy Kreme and Fridley Created Massive Demand (and Those Long Lines!)
When the Krispy Kreme in Fridley exploded onto the scene with huge demand and lines wrapped around the block, it wasn’t an accident — it was a perfect combination of brand psychology, scarcity, nostalgia, and community buzz. Here’s how it happened.
1. The Power of Nostalgia Marketing
Krispy Kreme isn’t just a donut — it’s a memory.
For years, Minnesotans didn’t have a Krispy Kreme location. People remembered road trips where they’d grab a warm donut in other states or recall the brand from travels down South.
So when Krispy Kreme returned, it triggered:
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“Finally, they’re back!”
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Childhood memories
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Curiosity for younger people who had only heard the hype
Nostalgia is one of the strongest drivers of consumer behavior, especially in markets like the Twin Cities where families value traditions and shared experiences.
2. Scarcity Creates Frenzy
The Fridley store wasn’t one of many — it was the only Krispy Kreme in Minnesota for a while.
Scarcity = urgency.
People will wait in line for:
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Something rare
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Something they can’t get anywhere else
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Something that feels like a limited-time opportunity
A single location serving the whole metro?
That alone guarantees long lines.
3. The Hot Light Phenomenon
Krispy Kreme’s famous “Hot Now” sign is behavioral psychology at its finest.
When the light is on, people know:
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Fresh donuts coming off the line
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You’re getting something better than usual
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It’s happening right now
It creates a Fear of Missing Out (FOMO).
People see the light → They pull into the parking lot → Lines grow → Others see the lines → Demand escalates.
4. Social Proof: Lines Create More Lines
In Fridley especially, visibility matters.
The location is on a major commuter route.
Thousands of drivers saw the long lines every day.
What do long lines signal?
➡️ “This place must be amazing.”
➡️ “Everyone else is doing it.”
Humans copy behavior — it’s built in.
The line itself becomes marketing.
5. Media Coverage + Social Buzz
Local media LOVES a good opening-day frenzy.
WCCO, KARE 11, FOX 9, Star Tribune, local bloggers… everyone covered:
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People camping out overnight
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Cars wrapped around the block
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Donuts selling out
Then social media amplified it:
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Photos of the line
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Boomer nostalgia posts
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Foodies posting warm-glazed donut photos
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TikTokers doing “Minnesotans be like…” videos
Every post = free advertising.
Every share = more demand.
6. Minnesotans LOVE Trying the New Thing
When something new lands in the suburbs — especially in Fridley, Blaine, and Brooklyn Park — the whole area wants to check it out.
It becomes:
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A family outing
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A date night stop
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A “we should swing by after work” idea
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A weekend adventure
Experiences create demand, not products.
7. Krispy Kreme Leans Into the Theater of Food
Inside that Fridley store, customers watch the donuts:
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Ride the conveyor
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Get bathed in glaze
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Come out warm
It’s not just “buying a donut.”
It’s a show.
And people line up for a show.
In One Sentence
Krispy Kreme and Fridley created huge demand through nostalgia, scarcity, visible social proof, media buzz, and the irresistible “Hot Light” experience that made Minnesotans feel like they were part of something special.
