Krispy Kreme Case Study

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Back Round Krispy Kreme Doughnuts, Inc. (KKD) is a unique brand offering doughnuts, beverages, collectibles, and franchise opportunities. Krispy Kreme began in the mid-1930s when a doughnut maker named Vernon Rudolph bought a secret recipe for yeast doughnuts from a French pastry chef out of New Orleans. Rudolph moved from to Winston-Salem and, on July 13, 1937, he opened up a wholesale business selling to local grocery stores. People walking by Rudolph’s plant began requesting hot doughnuts, so he cut a hole in the factory wall and sold them out on the street (the first drive-through). And now boasts over 395 stores. Our Mission To touch and enhance lives through the joy that is Krispy Kreme. Our Vision To be the worldwide leader in sharing delicious tastes and creating joyful memories. Our Values (with acknowledgement to our Founder Vernon Rudolph) We believe... * Consumers are our lifeblood, the center of the doughnut * There is no substitute for quality in our service to consumers * Impeccable presentation is critical wherever Krispy Kreme is sold * We must produce a collaborative team effort that is unexcelled * We must cast the best possible image in all that we do * We must never settle for "second best;" we deliver on our commitments * We must coach our team to ever-better results OPPORTUNITIES International expansion promises better returns than to expand domestically. Asia and the Middle East both offer KKD favorable population demographics, relatively high levels of consumer sweet goods consumption and the popularity of Western brands in these markets. During the past two decades, an increasing percentage of U.S. food dollars has gone to eating out. With a greater percentage of Americans working, there has been less time available for at-home food preparation. KKD believes this trend along with growth in

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