Better than sex?

Lincoln Spoor, Krispy Kreme Doughnuts’ area developer for the Nevada/Idaho/Utah region, has a lot to be excited about. The Las Vegas resident (pictured left, with general manager Don Batty) is not only one of the top doughnut moguls in the West; he and his wife, Sarah, are the proud new parents of an adorable baby girl. Reno has a lot to be excited about, too, judging from its ecstatic response to Krispy Kreme’s opening. After circling the parking lot a couple times at the “soft” opening Saturday, I finally found a parking space. Then, after waiting in line for a good 15 minutes, I finally wedged my way through the hungry throngs, cheerleading squads, Santa, Mrs. Claus, the Grinch and a cheery barbershop quartet to score a couple dozen glazed doughnuts and an interview with the man behind Reno’s newest 24-hour hot spot.

How did you get into the doughnut business?

I had my first [Krispy Kreme doughnut] in 1992. It’s not unusual for people to remember when they had their first one. When it’s an older person, 40 years ago they had their first. For me, it started in 1992. When I had my first one, I was in Alexandria, Virginia, and I fell in love. … I had the best doughnut I’d ever had in my life. That was important for me, because I’d been making doughnuts since I was 7. I love doughnuts, so I started making them at home with Pillsbury dough. That’s what I would be doing on weekends. So to discover this doughnut in 1992 that I had never heard of before was so awesome. It’s become my passion.

What did you do before doughnuts?

I was an investment banker in New York City.

How did Krispy Kreme get its start?

The company has been around since 1937, which is why it’s so cool, because people of all ages come up to you. It’s an equal opportunity product. [The company] was inducted into the Smithsonian on their 60th birthday. It doesn’t matter where you’re from, young or old. Look at this line [gestures to the crowded Krispy Kreme counter]. We don’t sell doughnuts; we sell a doughnut experience. Have you ever seen a bigger doughnut store? Have you ever seen a cleaner store? We want this to be an energizing, creative, fun experience.

Why open a Krispy Kreme in Reno?

God, why not? We should have been here a long time ago. This is a market that understands and appreciates good food. We should have been here before now. Reno deserves a Krispy Kreme.

What’s your favorite kind of doughnut?

That’s a problem for me, because it changes all the time. I like the original glazed.

What’s the secret to a great doughnut?

Well, there are several things. … First, there’s the yeast. See how light and fluffy these are? There’s no heavy doughnut stomach. Second, the shortening. Clean shortening. No film on the teeth. Third, the retail curve. [Doughnuts go straight from the belt to the box] during our Hot Light hours, from 5 a.m. to 11 a.m. and from 5 p.m. to 11 p.m.

Is this kind of opening standard for a Krispy Kreme store?

When it’s the first store in the market, yes. When people hear about how good this is, they say, "Oh my god, it’s as good as sex—or better than sex." And it delivers on its promises.