Brandwave

How popular isKrispy Kreme?

In September 2026, people searched for Krispy Kreme by name about 2.2 million times in the United States, about the same as the previous year. These searches made up 15.3% of all United States donut chain searches, placing Krispy Kreme second out of five chains. When we asked both ChatGPT and Google AI Overviews about donut chains, Krispy Kreme appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Krispy Kreme is the second most searched of 5 competitors and the most recommended in AI answers.

  1. Dunkin'Share of searches 73.8%Mentioned in 3 of 3 AI answersPlace in AI recommendations 4th
  2. Krispy KremeShare of searches 15.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  3. Tim HortonsShare of searches 6.8%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  4. Duck DonutsShare of searches 2.1%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  5. Shipley Do-NutsShare of searches 2.1%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
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Top donut chains in ChatGPT and Google AI Overviews

In three ChatGPT questions, Krispy Kreme appeared in all three answers. Krispy Kreme is the most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Krispy Kreme1st
  2. Duck Donuts2nd
  3. Shipley Do-Nuts3rd
  4. Dunkin'4th
  5. Tim Hortons–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about donut chains

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Which donut chains compete with Krispy Kreme?

Krispy Kreme against donut chains in the United States, by month

Share of searches by month for Dunkin', Krispy Kreme, Tim Hortons, Duck Donuts, Shipley Do-Nuts. The figures are in the table below the chart.

View monthly share of searches table
MonthDunkin'Krispy KremeTim HortonsDuck DonutsShipley Do-Nuts
Oct 202575.8%13.6%6.1%2.2%2.2%
Nov 202573.6%16.2%5.9%2.2%2.2%
Dec 202573.6%16.2%5.9%2.2%2.2%
Jan 202672%15.8%7%2.6%2.6%
Feb 202673.2%16.1%5.9%2.2%2.6%
Mar 202672.1%17.1%6.2%2.3%2.3%
Apr 202673.1%15.1%6.8%2.5%2.5%
May 202675.9%13.6%6.1%2.2%2.2%
Jun 202675.5%13.5%6%2.7%2.2%
Jul 202675.5%13.5%6%2.7%2.2%
Aug 202673.8%15.3%6.8%2.1%2.1%
Sep 202673.8%15.3%6.8%2.1%2.1%

  1. 1.Dunkin'

    73.8%

    Held 1st. 10.8M estimated branded searches, -18.1% vs prior month. Share 0 points.

  2. 2.Krispy Kreme

    15.3%

    Held 2nd. 2.2M estimated branded searches, -18.2% vs prior month. Share 0 points.

  3. 3.Tim Hortons

    6.8%

    Held 3rd. 1M estimated branded searches, -18% vs prior month. Share 0 points.

  4. 4.Duck Donuts

    2.1%

    Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share 0 points.

  5. 5.Shipley Do-Nuts

    2.1%

    Held 5th. 301K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between Krispy Kreme and its closest rivals

Every comparison with Krispy Kreme

4 comparisons

How has branded search demand for Krispy Kreme changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Krispy Kreme in the United States held steady at 2.2M.
  • Across the 12 months ending September 2026, Krispy Kreme’s share of searches among donut chains in the United States increased from 13.6% to 15.3%.
  • Across the 12 months ending September 2026, Krispy Kreme’s share of searches among donut chains in the United States peaked at 17.1% in March 2026 and was lowest at 13.5% in June 2026.

How did search popularity change for United States donut chains in September 2026?

3 changes

  1. Estimated monthly branded searches for Duck Donuts in the United States fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

  2. Estimated monthly branded searches for Shipley Do-Nuts in the United States fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

  3. Estimated monthly branded searches for Dunkin' in the United States fell 13.2% over 12 measured months, from 12.5M to 10.8M in September 2026.

How are Krispy Kreme’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Krispy Kreme’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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How the Brand Demand Index is measured

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