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Inside the Doughnut and Biscuit Chain That’s About to Be Everywhere

North Carolina-based Rise wants to dominate the breakfast game “Doughnuts are the new cupcakes.” The refrain echoed from various corners of the internet, starting in 2010 and cropped up here and there straight on through 2015. (If it’s been the subject of a Buzzfeed listicle, clearly it must be true.) As the pink bakery boxes that litter countless office break room tables would attest, doughnuts never really faded in popularity — but they saw a resurgence in the early to mid aughts as independent shops across the country like Doughnut Plant (NYC) and Voodoo Doughnut (Portland, Oregon) began serving pricier “gourmet” specimens.
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