The Krispy Kreme doughnut is one of the fastest growing and famous companies in the Fast Food industries. The Company had established in 1937, when Vernon Rudolph bought a secret recipe from a French chef and began Krispy Kreme Doughnuts in North Carolina. The Company has been growing at a noticible rate over the past five year, nearly tripling the number of stores it had in 2001.As of February 2, 2003, there were 276 Krispy Kreme stores, of which 270 were located in 37 states in the continental U.S.(A).
My job is to analysis the strategic format that Krispy Kreme is following to sustain a comeptitive face along with it’s SWOT in the growing market.
The Strategic Mission of Krispy Kreme:
The main mission of Krispy Kreme is to own one thousand stores by the year of 2007, by serving it’s hot, fresh doughnuts and Beverages through company owned, franchisee and other retail stores to customers of all ages all around the globe. Their moto is to serve the fresh doughnut directly from the oven and to make the customer happy with their prompt customer service(D). Krispy Kreme sells the tastiest doughnut along with the freshest coffee to all its loving customers. The company’s main purpose since its birth has been to satisfy customers by providing a unique experience when visiting a Krispy Kreme local area outlet. This smart strategy has differentiated them from their competitors and created a competitive advantage in the field of doughnut making. In Krispy Kreme outlet customers are allowed to see how thy make doughnuts and then served the newly baked treats hot and fresh to them. No other doughnut store does this to make their customer happy. The bright neon light that shines from every Krispy Kreme location reads “Hot Doughnuts Now,” is one of Krispy Kreme’s key marketing strategies. (B). When this sign is lit up, customers know that they will get fresh doughnuts that have just been made.