Krispy Kreme Doughnuts

Case Discussion

Reflection 1

KKD seeks to appeal to everyone in their mission to slowly take on the fresh pastry market. Krispy Kreme is not one to limit a target of the public. According to Holland (2003), the company is equally loved by 5-year-olds and 75-year-olds alike. They are also enjoyed by whites, blacks, Asians, and Hispanics. New Englanders and Southerners love them as well as Californians and New Yorkers. Race is definitely not an issue. Only three types of people claim that they do not like Krispy Kreme: nutritionists, Dunkin’ Donuts franchisees, and compulsive liars.

Stan Parker, senior VP-marketing, says “no one looks at Krispy Kreme as a replacement for lunch or dinner. It’s a complement” (MacArthur, 2003). Krispy Kreme wishes not to be a fast food business or another doughnut store.

President and Chief Executive of KremeKo, insures the public that they think long and hard before the considering expansion. He said, “Krispy Kreme doughnuts won’t suddenly become available everywhere because we don’t think that’s appropriate for the brand at this juncture in its evolution in the marketplace” (Krispy Kreme Steps up Wholesale Business in Canada, 2003,)

Reflection 2

KKD openly shows it audit procedure online in a PDF. Form which shows great ethical poise. No company is void of legal woes whether casualty or accused. According to a Forbes Magazine article, KKD has been cleared in any wrong doings in regards to engaging in intentional misconduct related to the company's acquisition of a Michigan franchise. Krispy Kreme did not wait to get independent legal parties involved with the issue and allowed the SEC to review any sought impropriety. According to the Forbes report, KKB halted turning in its Q10 statement until all is settled but had to close a $4.6 million doughnut plant in northeast Ohio due to oversupply problems.

Socially, KKB has done its part to open a store or fill a convenience store with its product which appeals to all who seek a tasty pastry. They have offered free donuts to masses of people including EMS, police personnel, military troops overseas which I would bet boosts morale. On there website, they support the Children’s Miracle Network which is a great benefit to society.

Reflection 3

Taking into consideration all KKD's publics, it is no shocker that Krispy Kreme continues to grow. For the first time, it successfully expanded nationally during the late 1990s in California (Saltzman). A main point of Krispy Kreme’s continued financial success has been their expansion into international markets. Markets such as Mexico, Canada,