What makes this company different:
As soon as you walk into a Krispy Kreme store, no matter the location, you can smell and see the difference. The big difference is that this company puts their product on display for all their customers to glaze at every time they come in a store. Some customers even go as far to say that “a visit to Krispy Kreme was a Disney-like experience” (Kazanjian & Joyner, 2004). As soon as customers walk in they are welcomed by what Krispy Kreme calls it “doughnut-making the-ater”, where they see the process of how the doughnuts are made from start to finish (Kazanjian & Joyner, 2004). The only thing that customers do not see is the proportion of ingredients that are used to make the dough. The secret part of the recipe is all about the proportions and the way that it is done. Most people do not know that potatoes are the main ingredients in the famous Krispy Kreme doughnuts.
Another thing that makes this company difference is the round, neon sign that reads Hot Doughnut Now. This signals to customers that the doughnuts are hot, fresh, and ready to be picked up. No other company does this with their product and it has been successful throughout the world. The Hot Doughnuts Now sign was developed by a franchise in Chattanooga, Tennessee in the early 1970’s and was later passed on to the corporate office (Kazanjian & Joyner, 2004).
The Krispy Kreme Company prides itself on what it does for its customers and how it attracts people to their stores. They are one of the few companies that “maintains a low marketing budget, they have relied on each community to propel their doughnuts” (Case Study: Krispy Kreme Donuts Come to Boston, n.d.). Since Krispy Kreme first opened their doors, the public is who help to advertise for the company because once people smell and taste those doughnuts they will be back for more. In addition, to the public displaying doughnuts for the world to see, the company gives away free doughnuts whenever they open a new franchise. Although, it is not a common practice for a company to give their product to the public free it has worked tremendously for the doughnut company. An example of this was when “Krispy Kreme gave away $50,000 in cash and doughnuts in its first week in Boynton Beach, Florida to non-profit organizations” (Boynton Beach Is Ready To ‘Get Hot’ With New Krispy Kreme Store, 2003). Krispy Kreme also has several famous celebrities that own franchises and run launches for new companies. One example came when Krispy Kreme wanted to launch stores in the United Kingdom “in 2002, when Krispy Kreme began its launch of 25 doughnut shops throughout the United Kingdom, Dick Clark of American Bandstand was chosen as one of partners for the launch” (Stein, 2002). In addition, famous baseball hall of fame play Hank Aaron, “owns a franchised Krispy Kreme store in Atlanta called 755 Doughnut Corp, which represents Aaron’s all-time home run record” (Krispy Kreme Awards Franchise to Baseball Hall-of-Famer Hank Aaron, 2003).
Another thing that makes this company difference is the round, neon sign that reads Hot Doughnut Now. This signals to customers that the doughnuts are hot, fresh, and ready to be picked up. No other company does this with their product and it has been successful throughout the world. The Hot Doughnuts Now sign was developed by a franchise in Chattanooga, Tennessee in the early 1970’s and was later passed on to the corporate office (Kazanjian & Joyner, 2004).
The Krispy Kreme Company prides itself on what it does for its customers and how it attracts people to their stores. They are one of the few companies that “maintains a low marketing budget, they have relied on each community to propel their doughnuts” (Case Study: Krispy Kreme Donuts Come to Boston, n.d.). Since Krispy Kreme first opened their doors, the public is who help to advertise for the company because once people smell and taste those doughnuts they will be back for more. In addition, to the public displaying doughnuts for the world to see, the company gives away free doughnuts whenever they open a new franchise. Although, it is not a common practice for a company to give their product to the public free it has worked tremendously for the doughnut company. An example of this was when “Krispy Kreme gave away $50,000 in cash and doughnuts in its first week in Boynton Beach, Florida to non-profit organizations” (Boynton Beach Is Ready To ‘Get Hot’ With New Krispy Kreme Store, 2003). Krispy Kreme also has several famous celebrities that own franchises and run launches for new companies. One example came when Krispy Kreme wanted to launch stores in the United Kingdom “in 2002, when Krispy Kreme began its launch of 25 doughnut shops throughout the United Kingdom, Dick Clark of American Bandstand was chosen as one of partners for the launch” (Stein, 2002). In addition, famous baseball hall of fame play Hank Aaron, “owns a franchised Krispy Kreme store in Atlanta called 755 Doughnut Corp, which represents Aaron’s all-time home run record” (Krispy Kreme Awards Franchise to Baseball Hall-of-Famer Hank Aaron, 2003).