Serious Eats - seriouseats.com

Buying a doughnut is good but making them is even better!

Try my recipe - I think it rawks! Also this post has a bit of the history of doughtnut day for those who are interested:

http://danamccauley.wordpress.com/2009/05/29/get-ready-for-doughnut-day-june-1

Wow, Krispy Kreme. When they first opened in Canada I couldn't believe they had the following they had. I only went there once or twice, but gave up on it because while doughnuts are nice, "nothing but doughnuts" is not. And KK's doughnuts were just sugared lard-rings. I couldn't even look at the glaze waterfall. And the coffee was terrible.

And then they went out of business in Canada, in one of those classic cases of "Why you need to do NEW market research when you expand into a different country"

If they had done new market research, they would have realized that while Canadians like doughnuts and doughnut shops just fine, we don't like to talk about the fact that we like doughnuts and doughnut shops. We need our doughnut shops to pretend that they are friendly purveyors of coffee and fine freshly-made food items that seem sorta healthy if we don't think about it too much, and may or may not be baked and iced and stuffed with venetian cream.

We go in for a coffee or a sandwich, and we get a dozen doughnuts while we're there, you know, in case anyone at the office wants some, and nobody has to know that we're going to eat four of them before we get to work

But Krispy Kreme didn't make the effort, they thought their existing plan of "just throw the doughnuts in their face" was going to work just fine. "Who wants doughnuts?" they hollered. "We've got doughnuts! Piles of lardy, lardy doughnuts! You can even put 'em through the glaze waterfall twice!"
And we all said "yay, doughnuts" and ran out and got some, and two weeks later we were back to our normal ways of only gorging on doughnuts in secret, but KK was still out there on the rooftops hollering "Git yer Dooooooo-nuts here!" So going to a Krispy Kreme was like a public admission of the fact that you're about to eat a half-dozen 100% lard doughnuts while waiting at the next stop light.

On top of that, they'd give you a free doughnut while you were standing in line, and half the people would say, "Oh, well, I guess I don't have to stand in this line then. I'll just grab a good (or at least better) coffee at my regular Tim Hortons."

And that's why, in the future, students of marketing at the University of Canada will point to Krispy Kreme and go "pffffft!"

But, to their credit, they were the only place around that actually spelled "Doughnut" properly.