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Trying to Rise to the Occasion

Krispy Kreme Fans Stick It Out at Delayed D.C. Opening

By Arielle Levin Becker
Washington Post Staff Writer
Wednesday, August 25, 2004; Page B01

Number One came at 4:35 p.m., propping a portable blue camping chair by the entrance and settling in to wait through the afternoon. Number Two came a half-hour later, with a book and a mini-chess set.

By nighttime Monday, a shantytown of sleeping bags, air mattresses and caffeinated strangers had formed an impromptu community, referring to each other by their places in line and bonding in their determination to be among the first to witness yesterday's opening of the District's first Krispy Kreme store, in Dupont Circle.


Corporate employees Piper Anderson, center, and Becky Shelf pass out doughnuts to those waiting in line at 5:30 a.m. (Photos James A. Parcell -- The Washington Post)

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Things didn't unfold exactly as they had expected, what with the certificate of occupancy problem that meant a delayed opening and early batches of cold doughnuts that came by truck and a store that didn't do its own baking. But after a sleepless night, those among the first in line didn't seem to mind.

There were Scott Marchand, 33, and his cousin Vincent Brinly, 35, known to their new friends in line as Six and Seven, Louisville natives who grew up with the doughnuts and came to the store sporting their Krispy Kreme T-shirts. For being among first 24 customers, they won a dozen free doughnuts each month for a year.

There was Number Eight, Avram Polinsky, 24, who was already plotting for the opening of a Chick-fil-A in Silver Spring later this week, where the first 100 customers get 52 coupons for combo meals. "It's just a good week," he said.

And there was Number One, Rami Genauer, a twentysomething writer -- he would not specify his age -- from Foggy Bottom who spent 13 hours -- "a baker's dozen" -- in his chair, earning himself the title of the store's first customer, and a dozen free doughnuts a week for the next year.

Genauer said he doesn't really like doughnuts and won't eat the ones the Dupont Circle store sells -- he keeps Kosher, and the store's doughnuts are not certified. "Everybody gets 15 minutes, and I didn't have to be on a reality show," he said, explaining his night waiting for a food prize he wouldn't eat.

He plans to give the doughnuts to the homeless, he said as the pre-dawn crowd grew around him.

It was Krispy Kreme Day in Washington, Mayor Anthony A. Williams (D) declared a few hours later, before cutting a red ribbon as the neon "hot" light flashed red to signify the official opening at 1350 Connecticut Ave. NW and the presence of freshly glazed doughnuts.

The opening, a ritual that has taken place across the country as the North Carolina-based chain has grown, brought throngs of fanatics and intrigued passersby, and they waited in lines that stretched twice around the outside of the triangular store for free samples.

Workers distributed about 150 dozen -- that's 1,800 -- doughnuts by sunrise, said Becky Shell, the company's manger of new store openings and marketing. The store was expected to sell or give away 24,000 doughnuts yesterday.

Though Krispy Kreme's cultlike status seemed intact yesterday, the company has struggled publicly in recent months. The Securities and Exchange Commission is conducting an informal investigation over the company's repurchasing of its franchises and a recent quarterly loss, which executives blamed on the low-carb diet craze.

Other glitches stalled yesterday's opening. Though the store was to open at 5:30 a.m., that was delayed until 10 a.m. because it had not received a certificate of occupancy from the city. Instead, employees handed out free doughnuts, and coupons for more, to people in line and those walking by.

Number Two, Jeremy Good, 32, ate the first doughnut about 5:45 a.m., after Genauer declined it. He had come Monday afternoon after learning about the promotion from a computer alert programmed to notify him of free food in Washington.


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