Across the United States, Krispy Kreme has developed a cult following. For the last 80 years, the doughnuttery’s original glazed donut has kept customers coming back for more. While it may seem like the United States is Krispy Kreme obsessed (you’re not wrong, it is), it turns out, love for the franchise has no borders. And one family – nicknamed the Krispy Kreme Familia – is taking full advantage of that.
Krispy Kreme first arrived in Mexico in 2004, and has grown to several locations throughout the Latin American country. Up until a few years ago, Juarez had its own shop. However, it’s believed that the drug war – which once made the city one of the world’s most dangerous – is why the company shut down its Ciudad Juarez location, according to the Los Angeles Times. Many likely saw this as the end of their Krispy Kreme love affair. The familia García, however, saw a business opportunity – a chance to fill a void. For those looking for a fix of the chain’s famous donuts, the Garcías serve as the city’s main suppliers.
A few times a week, one of Sonia García’s sons heads to border town El Paso to pick up roughly 40 boxes of doughnuts. He purchases them for about $5 a dozen. Then, the family sells them for about $8/dozen. Selling them out on their car on the side of the road, they also don’t have to worry about overhead.
In the time since they started their business, they’ve learned just how much Juarez loves Krispy Kreme. With so many donuts at her disposal, Sonia herself used to eat several a week. But she now limits herself to just one a week. Once, three employees from a nearby gym ordered a box of donuts. A little bit later, one of them returned and asked for another box. Just like in the US, the glazed donuts are the top sellers. “The original – glazed – are the most important,” she said. “But, honestly, everybody has their own favorite doughnut.”
Using the company’s same green, white, and red logo, the Garcías have essentially set up a Krispy Kreme black market. During her chat with LAT, 51-year-old Sonia wouldn’t get into detail about whether she pays for import taxes on the doughnuts or if the corporate company has had issue with the Garcías use of its trademark. And it may not be raking in a ton of money, the business helped her put her son through engineering school.
Currently, the García’s business model works because they’re one of the many Mexican families who have work and special visitor visas that allow them to freely travel back and forth. But as we enter a Donald Trump administration – which promises to enforce stricter border policy – they could see the end of, or at least a change to, their business venture. For now, all we can do is applaud their hustle and hope they can keep it up.