Exhibit 23

                       CONSENT OF INDEPENDENT ACCOUNTANTS

We hereby consent to the incorporation by reference in the Registration
Statement on Form S-8 (Nos. 333-38236, 333-38250, 333-47326, 333-87092,
333-97787, 333-106933), S-4 (No. 333-103434) and all post-effective amendments
thereto and S-3 (Nos. 333-70336, 333-101365, 333-99211, 333-88758, 333-105173,
333-110034) of Krispy Kreme Doughnuts, Inc. of our report dated March 31, 2004
relating to the financial statements, which appears in the Annual Report to
Shareholders, which is incorporated in this Annual Report on Form 10-K. We also
consent to the incorporation by reference of our report dated March 31, 2004
relating to the financial statement schedule, which appears in this Form 10-K.

/s/ PricewaterhouseCoopers LLP

Greensboro, North Carolina
April 16, 2004