(Atlanta, GA) - The just-opened Krispy Kreme Doughnuts on University Boulevard represents more than just a cosmetic change for the 265-store chain. "We've extended our capacity to about 40 to 50 seats," says Brooke Smith, the North Carolina-based company's public relations manager.

That translates to 1,000 more square feet than existing stores in the area.

Other changes include a lighter color palette for walls, seats and carpet, old black-and-white photos -- and posters from the 65-year-old chain's 1997 display at the Smithsonian Institute.

The new look extends skyward. A large, doughnut-shaped light fixture spotlights not only the doughnut-making machine, but a rack of the company's line of Collectibles merchandise -- started when sugar and coffee-crazed customer-addicts of the "Hot Doughnuts Now" concept tried to buy the Krispy Kreme T-shirts off the backs of startled employees.

Much of the upgrade, however, centers on the menu.

A new set of four proprietary coffees labeled Smooth, Rich, Bold and Robust Decaffeinated are being produced by the company after it acquired Digital Java, a Chicago-area micro-roaster of coffee and built a roasting plant in Winston-Salem.

The company wanted to take the quality level of its coffee as high as its doughnuts, says Smith.

Not only do they roast the beans and ship them in small batches -- no coffee beans are older than 28 days -- they've tossed out the glass pots and brew their coffee directly into a thermal carafe equipped with a timer.

Coffee more than 57 minutes old, even though it has never had direct contact with a heated surface, goes down the drain.

Also new to the lineup are flavored frozen drinks and coffees -- including a Krispy Kreme-flavored brew.

Mo' Moe's. Look for a lot more of Moe's Southwest Grill and plenty of Planet Smoothie, too.

There will be heaping helpings of PJ's Coffee and Wine bars, as well as an influx of Mama Fu's Noodle House restaurants.

Wow! Brands Inc. is the parent company of Moe's and Mama Fu's.

Innovative Brands Inc. is the parent company of both Planet Smoothie and PJ's.

Robert Brand of Windermere, a partner in both companies, says two of the four are now on the local menu -- with relish.

Brand and Martin Sprock, who originated the Planet Smoothie chain, believe in targeting a market and then saturating it with restaurants.

Thus, Orlando will double to eight Moe's by Labor Day, with 12 more locations leased or under consideration.

The Lake Mary PJ's is the first of 10 that will open by year's end. Mama Fu's will debut in September, with 10 more set to open over the following 24 months.

There are already 14 Planet Smoothies in town.

"We don't believe in opening one store here and another there," says Brand. In addition to the efficiencies of the large number of stores, he says, "By saturating the market we take advantage of co-op marketing which allows us to do broadcast advertising instead of just handing out fliers."

Innovative Brands Inc. has acquired a popular New Orleans coffee house and added a wine bar component. That's part of the revision of PJ's, the first of which will open in Lake Mary late this summer.

Mama Fu's, like Moe's, is a quick-serve casual concept with slightly higher price points.

"Anyone can get out with a dinner for under $10," says Brand.

"We'll have 10 hot woks lined up and, once you order, we have the hot meal in front of you in 45 seconds."

The company has a big vision, with "two or three more concepts already in research and development, either new ideas or the acquisition of an existing concept," Brand says.

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