A "30 Rock" episode from a few years back really illustrated the show's pulse of the times when Alec Baldwin's character brought Jennifer Aniston's character up-to-date on the latest in New York. He said, "Welcome to New York. Let's see, we're using credit cards in cabs now, all the galleries have moved to Chelsea, and we're off cupcakes and we're back to doughnuts. Would you excuse me for a moment?" (He probably ran off to get some doughnuts.)
When cupcakes hit New York there was some dabbling around in it by all. When doughnuts hit, that was better. People can make a great cupcake in their kitchen, but a doughnut? Nope, when doughnuts were back in vogue Krispy Kreme was the one-stop shop. One tiny bundle of glazed "hot now" did the trick and gently wafted in memories of sugary childhood delight.