From Wikipedia.
Soon after the United States entered World War I, the Salvation Army sent people to France to find out how the organization could best serve the troops. This group determined it could best do this by opening canteens/social centers called "huts" that could provide baked goods, writing supplies, stamps and clothes-mending services.
Oh yes, and COFFEE.
Typically, "huts" consisted of six people, four of whom would be women to "mother" the soldiers. Huts were set up near U.S. training bases.
About 250 volunteers went to France and found that providing baked goods was difficult and two female volunteers, Margaret Sheldon and Helen Purviance, came up with the idea of providing doughnuts for the baked goods.
The doughnuts were an instant hit, and soldiers began visiting the huts in large numbers.
--Cooter
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