What am I supposed to do with this?

The sign on the side of the truck said:

“Eat Krispy Kreme Doughnuts

It struck me as odd for a couple of reasons.

1. People don’t need to be told what to do with a donut. Not even if it’s a super-ultra-special one. Somehow they just know.

2. They don’t care if you eat them or not. What they really want is for you to buy them. After that the company’s interest in the transaction is concluded. You can apply them to any entirely food-unrelated purpose without violating the trust between you and the Krispy Kreme company, as long as they were lawfully purchased.

It would have been just as well to leave off the “eat” and just say “Krispy Kreme Doughnuts” to remind people of their existence, and then let nature take its course. Psychology teaches us that any path of least resistance leads eventually, but inevitably, to a doughnut.


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