Getty Images, Google Maps, McDonalds, Montaje propio McDonald's delivers a cold blow in the United States: Goodbye to sweet breakfast
A strategic shift between two breakfast giants surprises and redefines mornings in the United States
The decisions made by major food chains directly influence the daily habits of millions of people. In the United States, fast food is part of the daily rhythm. When there are changes, consumers feel them immediately.
Brands like McDonald’s and Krispy Kreme have managed to position themselves at key moments of the day. Their presence at breakfast represents more than just a quick meal. For many, it's a routine that combines flavor, convenience, and tradition.
An Agreement That Came to an End
This Tuesday, McDonald’s and Krispy Kreme announced the end of their collaboration. The partnership, which began in 2024, had plans for national expansion through 2026. However, both confirmed that it would officially end during July.
"Ultimately, the efforts to adjust our costs to unit demand weren't successful," explained Josh Charlesworth, CEO of Krispy Kreme. This made the model unsustainable for the brand. Despite that, Charlesworth thanked McDonald’s for the opportunity to work together in 2,400 of their restaurants.
From McDonald’s, Alyssa Buetikofer highlighted: "We had a strong collaboration... but it also had to be a profitable business model for Krispy Kreme." Both companies assured that it was a shared decision.
New Strategies After the Split
The donut company will focus its next steps on increasing its direct presence in stores and supermarkets. It will also continue with its international expansion, such as in Brazil and Paris. The company will seek to strengthen its retail partnerships to keep growing in the country.
The challenge is significant: during the first quarter of 2025, Krispy Kreme reported heavy losses. In addition, its shares have fallen by more than 70% this year. With this new approach, they hope to rebalance their financial strategy.
Meanwhile, McDonald’s confirmed that donuts represented a minimal fraction of their breakfast sales. Now it will focus on offering "delicious, affordable, and convenient" options. The possible return of the Snack Wrap is a sign of that refocus.
Although for some consumers this may mean saying goodbye to their favorite sweet, it's also an opportunity. New trends in retail and food consumption will keep setting the path. Both McDonald’s and Krispy Kreme are already moving forward.
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