An American fast-food brand known more for sugar glaze than burgers is preparing to enter the Czech market.

According to Hospodářské noviny, donut chain Krispy Kreme is seriously considering opening its first location in Prague.

The company, founded in North Carolina in 1937, has grown into one of the world’s best-known donut brands, operating around 1,500 stores globally.

While its strongest presence remains in the United States, the chain has also expanded across Europe and the Middle East, including markets such as Britain, France, Switzerland and Turkey.

Jan Kotrbáček, partner at consulting firm Cushman & Wakefield, told the newspaper that the company is actively studying the Czech market and exploring expansion opportunities. The launch could reportedly happen later this year or in early 2027.

Many of its larger stores allow visitors to watch the production process through glass walls, while the company’s well-known “Hot Now” sign signals when fresh donuts are being made.

Its most famous outlet sits in New York’s Times Square, where the brand has become closely linked with American pop culture and tourism. The chain’s signature product remains the Original Glazed donut, a recipe that has changed little over the decades despite the company introducing seasonal flavors and limited editions.

The Czech market is not entirely new territory for American donut brands. Dunkin’ previously attempted to establish itself locally but never achieved major success. Domestic businesses such as Mr. Donut and Donuter currently dominate Prague’s premium donut scene, often selling products for close to 100 CZK each.

In comparison, a standard Krispy Kreme donut in European stores usually costs around €2, or roughly 50 CZK.

View this post on Instagram

A post shared by Krispy Kreme Doughnuts (@krispykreme)

The planned Czech expansion comes during a difficult financial period for the company. Krispy Kreme, which trades on the Nasdaq exchange under the ticker DNUT, has seen its stock value fall sharply since going public. Shares have lost more than 80 percent of their value.

Part of that decline followed a cyberattack in 2024 that exposed personal data belonging to roughly 160,000 current and former employees. The company later agreed to a settlement worth $1.6 million in connection with the breach.

Would you like us to write about your business? Find out more