Krispy Kreme Essay

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Vernon Rudolph, who is the founder of Krispy Kreme Doughtnuts started the doughnut business in 1937 after he had possessed the company’s special doughnut recipe from French. Later on the company focused making and selling doughnuts wholesale to supermarket. There were about 29 shops of Krispy Kreme in 12 states during the late 1950s and most of them were operated by franchisees. Joseph McAleer was the first Krispy Kreme franchisee. Beatrice Foods had taken over the company after Rudolph’s death in 1973. He had successfully expanded Krispy Kreme to more than 100 locations. However, the decisions that he made to introduce other products, cut costs by changing the appearance of the stores and substituting cheaper ingredients had caused the business to drop. In 1998, Scott Livengood had became CEO and as a chairman of Krispy Kreme. He is the person that took the company into initial public offering (IPO) in April 2000 and made it the largest IPO during that time. As the result, the company launched a strategy to expand the number of stores from 144 to 500 and planned to grow internationally, mainly in Canada, United Kingdom, Mexico and Australia. In term of business operation, Krispy Kreme has five major sources of revenue, such as sales of the glazed doughnut, “doughnut theater” and factory store sales, grocery stores and convenience stores sales, franchise royalties and fees and sales of doughnut mixes and doughnut making equipment to franchisees. The performance of Krispy Kreme Doughnut after the year of initial public offering until the next four years was good and optimistic. However, in May 7, 2004, the company started to fell into trouble after the company announced that expected earnings will be 10% lower than anticipated by claiming that the low carbohydrate impact, huge amount charged due to divestiture of Montana Mills and also close of its new Hot Doughnut

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