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“ Krispy Kreme seeks to maintain its loyal customer base and attract new customers, in both current and developing markets, with its commitment to quality and consistency in its doughnuts, other baked goods, and beverages. Krispy Kreme will lead the industry via a commitment to innovation, service, growth, and quality. Its channel system and franchise system ensure profitability for retailers and franchisees while providing convenient access for customers. Krispy Kreme desires to instill the belief that the company is a set of capabilities, not just a product or brand.”
(Mission Statement for KKD by OUR group)
Krispy Kreme Doughnuts
Introduction:
Krispy Kreme serves primarily in the doughnut industry. It’s a highly fragmented industry characterized by low-volume outlets with undifferentiated product quality. Kreme Doughnuts operates a chain of almost 300 shops and about 100 smaller format satellite locations throughout the US and in eight other countries. The shops are popular for glazed doughnuts that are served fresh and hot out of the fryer. In addition to its original glazed variety, Krispy Kreme serves cake and filled doughnuts, crullers, and fritters, as well as hot coffee and other beverages. Almost three-fourths of the company's stores are franchised. Krispy Kreme also markets its doughnuts through grocery stores and supermarkets.
Krispy Kreme competes primari ...