"Hot Now" is a popular promotional phrase used by Krispy Kreme to indicate that their freshly made donuts are currently available and warm. When the "Hot Now" sign is lit, customers can expect to enjoy donuts that are still warm from the fryer, enhancing their taste and texture. This concept not only attracts customers but also creates a sense of urgency, encouraging them to visit the store immediately. The "Hot Now" experience has become a signature aspect of Krispy Kreme's brand, making it a favorite among donut lovers seeking a delicious treat.