Yet, the market focused primarily on the 2 cent earnings miss and wiped away more than $230 million in market value over a single trading session. No, this was not a bad quarter, but Krispy Kreme shares had risen more than 150% year to date, the stock was due for a breather, and this earnings miss provided the an excuse for some profit taking. KKD Chart KKD data by YCharts

Where we go from here remains to be seen but I would not be surprised to see the shares continuing to be somewhat volatile in the near-term. In my view, Krispy Kreme's resurging growth story appears to remain intact. I began buying shares when the company just began turning around and appeared to be a value play. By now, in similar cases, I probably would have closed my position, and walked away. However, I believe there is still great value in the brand name and wonder what shares will be worth in five years, as the company continues global expansion.

At the time of publication the author was long KKD.

This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.
Jonathan Heller, CFA, is president of KEJ Financial Advisors, his fee-only financial planning company. Jon spent 17 years at Bloomberg Financial Markets in various roles, from 1989 until 2005. He ran Bloomberg's Equity Fundamental Research Department from 1994 until 1998, when he assumed responsibility for Bloomberg's Equity Data Research Department. In 2001, he joined Bloomberg's Publishing group as senior markets editor and writer for Bloomberg Personal Finance Magazine, and an associate editor and contributor for Bloomberg Markets Magazine. In 2005, he joined SEI Investments as director of investment communications within SEI's Investment Management Unit.

Jon is also the founder of the Cheap Stocks Web site, a site dedicated to deep-value investing. He has an undergraduate degree from Grove City College and an MBA from Rider University, where he has also served on the adjunct faculty; he is also a CFA charter holder.

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