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My Krispy Kremes
Krispy Kreme Doughnuts owns and franchises stores that produce and sell over 20
different types of specialty doughnuts. Since the companys founding in 1937, Krispy
Kreme has grown into a leading specialty retailer producing over 1.8 billion doughnuts a
year. With the acquisition of Digital Java in 2002, Krispy Kreme expanded its product line
to include gourmet coffee. Retail stores now brew and sell their own line of coffee, which
puts them in direct competition with many food and beverage establishments. In the recent
years, Krispy Kreme has been expanding rapidly in both the United States and abroad.
Their most important source of marketing has been their loyal customer base and word of
mouth. Their market is everyone, everywhere. Krispy Kreme has become a universal
product and a global brand. This has all been accomplished without the expensive costs of
brand building and product awareness. They have significant growth opportunities
domestically and internationally.
Krispy Kreme has had a strong presence in the southeastern United States for over forty
years. Fifteen years ago, a business model was put into place and the company began
expanding throughout the nation. Eight years ago, they entered into 27 new U.S markets.
In December 2001, they opened their first international store in Ontario, Canada. Since
that time, the business operations have expanded into three additional international
markets: Australia, the United Kingdom and Mexico. In recent years, their target market
has been cities with a population of 100,000+. As they continue to grow in the future, they
will begin to expand their operations into smaller communities.
The food and beverage industry as a whole is growing rapidly. Increasingly, Americans are
on the go and eating meals away from home. Doughnuts are fast and affordable treats, and
Americans are not just eating doughnuts for breakfast. Half of Krispy Kreme sales occur in
the late afternoon and early evening. People are eating doughnuts for dessert and for a
quick snack. Krispy Kreme even receives orders for wedding cakes made of doughnuts.
Every time a new Krispy Kreme opens in a community, it increases the overall awareness
of doughnuts. Our competitors even see increased doughnut sales when a Krispy Kreme
opens a new location. As we expand internationally, we hope to spread Americas love of
doughnuts around the world.
Demographically, Krispy Kreme has no limits. People of all ages, ethnicity and income
enjoy our products. Our international stores have been enthusiastically accepted in all
