Local doughnut shop fills hole in stomach

For decades, doughnuts have been a staple food for Americans, though often hidden in the shadow of apple pie. Yet these sticky slices of heaven have become big business, as companies like Krispy Kreme and Dunkin' Donuts have seen their revenues surpass $500 million each, for a combined $1.3 billion in 2005, according to the companies' Web sites.\nDespite the daunting presence of these large companies, small doughnut shops still manage to find their way into the business landscape. With a 40-year history in the Bloomington area, Cresent Donut Shop has maintained its niche in the community, despite increased competition from the larger companies.\nTo combat the strains of competition, Cresent's current owner Peter Sharpe, 57, emphasizes the quality of his product. \n"I don't have a freezer. We do not have frozen doughnuts ... it's something that really can't be said by too many people around here," Sharpe said.\nEven when Krispy Kreme came onto the scene a few years ago, supplying many of the supermarkets and gas stations with doughnuts, Sharpe wasn't too worried. \n"Their price is a little bit competitive when you go by the dozen, but their size portion really doesn't do much for them and it does a lot for us," said Sharpe, who relies heavily on the regular clientele.\nThough he also has small businesses, fraternities, sororities and church groups who routinely buy in bulk, most purchases are from the regulars who come in on a daily or weekly basis for a snack. \nThese regulars have kept Cresent Donut Shop in business since the late 1960s, though the 24-hour shop has evolved through the years. At one time, Cresent maintained three locations throughout the Bloomington area, but the company has changed hands four times since its inception, leaving only the current location at 231 S. Adams St. Sharpe has worked at Cresent for about 15 years, taking on ownership four years ago. \nOriginally from East Chicago, Ind., Sharpe came to Bloomington in 1971. \n"I came out of (the Navy) service and went to IU for two years in college, and during that time, I hooked up with a bakery job and I just fell in love with the industry," he said. "I worked my way up from pan man to delivery guy to production manager." \nWhen he took ownership of Cresent four years ago, he was already managing the shop, so the transition to owner was smooth. He has seen modest profits from the get-go.\nTo cover any unforeseen expenses when he first took control, Sharpe got a $10,000 line of credit and paid it back within six months.\nFor Sharpe, another key to his success has been his employees. He has 10 employees, and most have been with him since he took ownership. \nBecause of a family emergency a few weeks ago, "I was out of here completely for five days and you couldn't even tell, I mean, I come back here, and they say, 'How much do you do?'" Sharpe joked. "But it went so smoothly. The staff is something else." \nHarold Burks, 77, has seen the Crescent Donut chain in action throughout the years, having worked at IU for 27 years in the campus vehicle maintenance garage. He still stops by Cresent once a week.\n"When I was working at IU, somebody'd always come out and get a bag of doughnuts for the coffee break," he recalled. \nHe lives just outside of Whitehall, Ind., and though he retired 14 years ago, he said, "every time I come into town, I stop and get me a doughnut. I tell you what -- they're the best ones around." \nAs Burks can attest, the homemade glaze is also a secret weapon to Cresent's success, which the competitors often lack. While many shops buy a pre-made glaze for their doughnuts, Cresent goes back to the basics.\n"We make our glaze from scratch," Sharpe said. "We add vanilla flavoring, we add maple flavoring, we add honey, apricot; it's just a whole blend of stuff."\nThat's one reason why the glazed doughnuts are still Sharpe's favorites in the shop. For manager Melissa Griffitts, 25, "it used to be the chocolate ringer, but I don't really have (a favorite) no more. I worked here through one of my pregnancies, so after that, you're pretty much done with them," she said jokingly. \nWith the help of Griffitts, Sharpe said he would like to expand Cresent with another shop. \n"My goal would be to have another store on the east side. That would just be fantastic, and it's in our thoughts all the time. But we're not quite there yet," he said. \nTo help make that dream a reality, he designed an advertising strategy, complete with radio spots and ads in the newspaper. Throughout Cresent's history, very little advertising was done. As a result, many residents and students alike aren't aware that Cresent is even there, tucked into an awkward corner of the Fifth and Third streets transition on the west side of town. Sharpe hopes this will change with his advertising campaign. \n"In the long run, it's gonna pay off, and that's why I'm here -- the long haul," he said. "We have a good crew, we have a good time, we put a good product out, and it makes me a happy camper"