Krispy Kreme krashes and burns

I heard on the radio this morning that Krispy Kreme, which has closed most of its New England locations, is now thinking about getting into ice cream since it's struggling so much. When are these companies going to learn that just because something works in one part of the country doesn't mean it's going to work in another? Target is the exception to this, but Tar-gay is so bland and all-American that it would work anywhere. Krispy Kreme is a Southern thang.