Krispy Kreme Doughnuts - America's Most Loved Doughnut Brand

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Case Details:

Case Code : MKTG068
Case Length : 13 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Krispy Kreme
Industry : Food, Beverage and Tobacco
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Our product doesn't really skew toward any particular demographic group. We're a reflection of America, a universal product. It's a pretty simple experience."

- Scott Livengood, CEO, Krispy Kreme¹

"Find where they actually make them, eat them while they're hot, and you'll find some Krispy Kreme religion. Eat them hot, and you'll see the truth."

- Andrew Wolf, retail analyst at BB&T Capital Markets²

"It's 55 cents worth of pure pleasure. That's the only doughnut you would eat."

- John Ivankoe, J. P. Morgan analyst³

Another Krispy Kreme Store Opens

In June 2003, Krispy Kreme opened its first store in the state of Massachusetts. The day before the store was due to open, hundreds of people thronged the location.

Many of them came with camping equipment, prepared to spend the night there in order to ensure that they were among the first to taste the doughnuts.

Parking lots were packed and traffic on the route had to be diverted. When the store opened in the morning, there was a hubbub as people rushed in to get the fresh, glazed doughnuts, as they rolled off the conveyor-belt in the store.

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1] Beth Belton, "His doughnut stores are his children", Business Week, December 9, 2002.

2] Irene Gashurov, "High Fryer", Fortune, June 6, 2000.

3] Irene Gashurov, "High Fryer", Fortune, June 6, 2000.


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