“Krispy Kreme wants to be good for you…”

“Krispy Kreme wants to be good for you…” Yes, for real… Tiffany Robinson HRIM 490W

What do you think of when you think Krispy Kreme? Sugar Obesity Fat Calories One Krispy Kreme Hot Original Glazed Doughnut packs 210 calories, 12 grams of fat (four of them saturated), 13 grams of sugar, and no fiber http://krispykreme.com/Upload/Pdfs/Nutritional%20Website%2012-1-2010.pdf

Mission and Vision • Their Mission • To touch and enhance lives through the joy that is Krispy Kreme. • Their Vision • To be the worldwide leader in sharing delicious tastes and creating joyful memories. • Our Values • We believe...Consumers are our lifeblood, the center of the doughnut

Problems of the past: • By 2005 the company's board sent its CEO and several executives packing amid an accounting scandal. • The stock tanked, the company was forced to close half its 390 stores, and 3 ½ years of losses followed.

So how are they trying to go “healthy?” • The Plan • Add oatmeal, yogurt, and fruit juice to the Krispy Kreme menu • Specialty Coffee • “In September, Krispy Kreme will roll out a range of coffee drinks, beginning with signature blends and moving to espressos and lattes over the next 18 months. “

Other new strategies… • Closing all factory stores • Introducing neighborhood shops • Expansion Abroad • 400 Shops (2/3 of total) • Target people 20-30 yrs. old

Take Aways… • Be aware of changing trends in your market • Trust no one…avoid scandals… • Krispy Kreme really ISN’T that bad compared to Dunkin Doughnuts.

Questions? The End! 

“Krispy Kreme wants to be good for you…”