Word: kremes
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...outlet had housewares sections and a cooking school; and in many areas local chefs were coming in to teach shoppers how to use organic and natural ingredients in recipes. The formula appeals to customers like Matt Marchbanks, 25, who shops at the chain for almost everything--except Krispy Kreme doughnuts and disposable diapers. "If I want good meat, I come here," he says...
...which had a set adorned with Coca-Cola paraphernalia, is indicative of marketing strategies to come. It’s only a matter of time before we see “Friends” switching from Central Park to Starbucks or Homer Simpson chomping on Krispy Kremes at the Kwiki Mart. Mmmm…Krispy Kreme...
...Krispy Kreme's international expansion is the latest step in its metamorphosis from a sleepy Southern retailer into a modern fast-food chain selling nearly 2 billion doughnuts a year. It was 65 years ago this month that Vernon Rudolph opened the first Krispy Kreme in Winston-Salem. As the company grew into a regional institution, Rudolph ensured consistency by providing the mix to each franchise and creating specially designed machines to automate the doughnut-making process. Beatrice Foods bought the company in 1976, three years after Rudolph's death, and the franchisees took control in 1982. Expansion beyond...
Nevertheless, its overseas expansion isn't likely to be a cakewalk. Krispy Kreme must avoid the mentality of "We like it in America, so you ought to like it too," says John Stanton, a food-industry expert at St. Joseph's University in Philadelphia. "If it tries to force the American doughnut down the throats of Europeans, it will fail." Stanton argues that Krispy Kreme should market its treats not merely as a fast food, but also as "getting a little bit of Americana." And while the local press in the U.S. eat up Krispy Kreme store-opening stories, European...
...European shops, but they're not considered a success. "I'd be amazed if Dunkin' Donuts makes any money at all in Europe," says Andrew Holland, an ABN AMRO analyst in London. Indeed, Dunkin' Donuts closed its last U.K. outlet earlier this year. But the quality of Krispy Kreme's doughnuts is its biggest selling point. Even supposedly objective analysts gush when they talk about eating them. "It really is a cheap delight," says Wolf. That's why free tastings are a big part of the company's business model. Once they try one, Europeans may love Krispy Kreme doughnuts...