DOUGHNUT SHOP'S DEBUT SWEET CHAIN'S FANS SAY THEY'RE KREME OF THE CROP.

Byline: Helen Gao Staff Writer

BURBANK - It's a phenomenon. It's cultlike. But it's not ``Harry Potter.''

The latest attraction is Krispy Kreme Doughnuts, which opened Tuesday at the Burbank Empire Center on Victory Place to shouts of ``Krispy Kreme makes me scream.'' The new store is the third in the San Fernando Valley area and the 16th in Southern California.

As in other store openings throughout the Southland, hard-core fans mobbed the doughnut shop, and most left with stacks of takeout boxes.

Several dozen people braved the morning chill to line up in front of the store in order to be among the first to get in at 5:30 a.m.

``It's the best food in the whole world. It's better than steak and lobster,'' said Anne-Marie Murrell, who split a box with her husband, Mark, for breakfast. ``I've been driving by this place every day, waiting and praying for it to open.''

The Murrells fell in love with Krispy Kreme several years ago when they were vacationing in a Florida beach town during a hurricane that shut down everything except the local Krispy Kreme.

``These just aren't doughnuts. It's another level of food,'' said Mark Murrell, who let out a sigh of pure pleasure after sinking his teeth into his first doughnut of the day.

Stephanie Parker and her friends, Sheli and Ron Crume, started planning in October for their first early morning gathering at Krispy Kreme.

``I grew up in Virginia. They had (Krispy Kreme) back there,'' said Parker who also brought along her daughter, Morgan, to try out the doughnuts. ``New in L.A. for eight years, I have missed them immensely.''

As the early morning rush hour crowd packed the store to get their takeouts, Burbank High School's Insync vocal group belted out Christmas carols and in exchange were fed free doughnuts.

``Oh, my gosh, it's so good!'' said Kelsey Cooke, a self-proclaimed 10- year Krispy Kreme fanatic, who fell in love with the meltingly sweet stuff during visits to see her grandmother in North Carolina - the home of Krispy Kreme.

``I can't help it. I will eat until I become sick.''

With Krispy Kreme located just a few blocks from the Burbank High campus, Cooke is certain it would soon eclipse another favorite hangout.

``I know it will be the next hot spot for Burbank High School. It used to be the Corner Cottage. Now it's Krispy Kreme,'' she said.

``We have school at 7 o'clock in the morning. Doughnuts are the perfect thing in the morning.''

Like other Krispy Kreme doughnut shops, the Burbank location has a large glass window through which customers can watch an automated machine make doughnuts.

The walls of the store are covered with black-and-white historical pictures of the chain. About a dozen green-topped tables and silver chairs are arranged along the walls.

Opened 24 hours a day, the store employs more than 100 local residents.

Roger Glickman, president of Great Circle Family Foods, which holds the Krispy Kreme franchise in Southern California, said his company plans to open a total of 42 shops in the next seven years.

``We are moving very quickly. We will continue at this pace,'' he said. ``We expect this store to be quite a happening by this weekend.''

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Photo:

Burbank High School students Joel Dunn and Kelsey Cook bite into Krispy Kreme doughnuts on opening day Tuesday.

Tina Burch/Staff Photographer