Krispy Kreme announced last week that the company planned to maximize its growth with a greater focus on franchising because their franchise stores are outperforming their corporate shops. For the quarter ended January 31, corporate owned stores reported same store sales growth of 0.2 percent, while those operated by a franchisee showed 3.5 percent same store sales growth over the same period. Of the company’s 297 US locations, 181 of them are franchisee-owned and operated. Just about one month ago, McDonalds filed for a trademark on its new slogan, “The Simpler, The Better”, on March 4. The reasoning behind the slogan is still unclear, although the irony is not lost on industry observers in that McDonalds’ franchisees regularly lament the complexity of the Golden Arches’ menu.