After a couple of years of record-breaking sales, Krispy Kreme faces what seems to be its first negative review from Wall Street. The Triad Business Journal reports that last month, Krispy Kreme stock dropped 10%, leaving investors to wonder if the Krispy Kreme craze was a passing fad. Some analysts theorize that the company's push for store openings was an effort to meet profit targets while masking mediocre store sales. Focusing on the slide in store sales (5.7% decline) rather than the increase in store development (99 new stores in 2003), many investors and analysts alike are shying away from further investment in the company. The company intends to open more Krispy Kreme stores in 2004 than in any previous year.