Making Dough: The 12 Secret Ingredients of Krispy Kreme's Sweet Success

Making Dough: The 12 Secret Ingredients of Krispy Kreme's Sweet Success

by Kirk Kazanjian, Amy Joyner
     
 

Mention the words "Krispy Kreme" and people start licking their lips. The company inspires such loyal customer devotion that new store openings routinely cause traffic jams and attract widespread media attention.

More than six decades after the first doughnut was handed to a customer in Winston-Salem, North Carolina, Krispy Kreme has grown into one of

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Overview

Mention the words "Krispy Kreme" and people start licking their lips. The company inspires such loyal customer devotion that new store openings routinely cause traffic jams and attract widespread media attention.

More than six decades after the first doughnut was handed to a customer in Winston-Salem, North Carolina, Krispy Kreme has grown into one of the world’s premier brands and most admired companies.

How has Krispy Kreme managed to build such a successful brand and business, especially since it spends almost no money on advertising? What does the future hold for this unique corporation? And what can other businesses do to emulate Krispy Kreme’s amazing accomplishments?

You’ll find the answers to all of these questions, and many more, in Making Dough: The 12 Secret Ingredients of Krispy Kreme’s Sweet Success. Through exclusive insider interviews and colorful stories, you’ll go behind the counter to learn how this phenomenal organization has successfully evolved and grown through the years. Each chapter thoroughly examines one key technique the company uses to pummel the competition, such as:

  • Mixing great taste with show business by creating a theatrical atmosphere where customers can watch the whole doughnut-making process up close
  • Picking its people wisely, subjecting both potential franchises and employees to a rigorous screening process
  • Expanding its brand–most recently with coffee–while at the same time protecting the Krispy Kreme name
  • Using guerrilla marketing tactics and low- or no-cost techniques to generate millions of dollars in free publicity
  • Maintaining the highest product standards, and harnessing the power of technology in all aspects of its operations
  • Giving back to the community, training and treating its employees well, continually building on its past successes, and keeping loyal fans coming back again and again

Filled with interesting anecdotes and fascinating facts, Making Dough tells the compelling true story of a company that has managed to maintain a wholesome, small-town image, while achieving phenomenal success through a mixture of customer loyalty, high product standards, technological advancements, and community involvement. Making Dough shows you how Krispy Kreme’s delectable delights rose to the top and continue to tempt the world.

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Editorial Reviews

From the Publisher
Although it began humbly in 1937, Krispy Kreme and its 300 retail outlets in America sell more than two billion doughnuts a year. Seeking the secrets of Krispy Kreme's enormous success, Kazanjian and Joyner, both business writers, offer a tantalizing taste of the corporate strategies that have established the company's reputation. Drawing on interviews with company employees, business professors and customers, the authors discover that the recipe for Krispy Kreme's sweet success contains 12 major ingredients, such as "mix good taste with show business," "maintain high standards," "expand and protect your brand" and "give back to the community." As the authors point out, the company has very shrewdly customize its stores down to the windows that provide an opportunity to watch the process of doughnut making. Such tactics draw customers into the baking experience itself and make them feel like part of the larger Krispy Kreme "family." The authors also point out that Krispy Kreme has depended primarily on word of mouth, good community relations and repeat business to promote their products. In order to ensure quality, Krispy Kreme puts applicants for franchises through an elaborate screening process, often refusing even seasoned fast food franchisees because they do not fit the company's image. While the authors repeat many of the same stories far too often and sometimes sugar over the company's faults, they have written an enjoyable profile of one of America's most loved companies. (Oct.) (Publishers Weekly, August 18, 2003)

Customer loyalty plays a big role in the success of any company, and given that Krispy Kreme's fans are legion, it makes sense that Kazanjian (Value Investing with the Masters) and Joyner (News & Record magazine) relate stories of the die-hard donut lovers in this comprehensive history. The authors go back to the company's founding in 1937, purchase by Beatrice Foods in 1976, subsequent purchase in 1982 by franchise owners, and IPO in 2000, covering topics such as growth, marketing, employee turnover, and philanthropic efforts. Since going public. Krispy Kreme has embarked on a more aggressive expansion campaign, and the authors outline the rigorous screening that potential franchise developers must go through. Along the way, Krispy Kreme has diversified by acquiring a coffee-roasting company and a line of bakeries. The last part of the book includes a company time line as well as notes. Recommended for all libraries, especially those in North Carolina, where the company has its headquarters. (Index not seen.) —Stacey Marien. American Univ. Lib. Washington, DC (Library Journal, September 1, 2003)

Publishers Weekly
Although it began humbly in 1937, Krispy Kreme and its 300 retail outlets in America sell more than two billion doughnuts a year. Seeking the secrets of Krispy Kreme's enormous success, Kazanjian and Joyner, both business writers, offer a tantalizing taste of the corporate strategies that have established the company's reputation. Drawing on interviews with company employees, business professors and customers, the authors discover that the recipe for Krispy Kreme's sweet success contains 12 major ingredients, such as "mix good taste with show business," "maintain high standards," "expand and protect your brand" and "give back to the community." As the authors point out, the company has very shrewdly customized its stores down to the windows that provide an opportunity to watch the process of doughnut making. Such tactics draw customers into the baking experience itself and make them feel like part of the larger Krispy Kreme "family." The authors also point out that Krispy Kreme has depended primarily on word of mouth, good community relations and repeat business to promote their products. In order to ensure quality, Krispy Kreme puts applicants for franchises through an elaborate screening process, often refusing even seasoned fast food franchisees because they do not fit the company's image. While the authors repeat many of the same stories far too often and sometimes sugar over the company's faults, they have written an enjoyable profile of one of America's most loved companies. (Oct.) Copyright 2003 Reed Business Information.
Library Journal
Customer loyalty plays a big role in the success of any company, and given that Krispy Kreme's fans are legion, it makes sense that Kazanjian (Value Investing with the Masters) and Joyner (News & Record magazine) relate stories of the die-hard donut lovers in this comprehensive history. The authors go back to the company's founding in 1937, purchase by Beatrice Foods in 1976, subsequent purchase in 1982 by franchise owners, and IPO in 2000, covering topics such as growth, marketing, employee turnover, and philanthropic efforts. Since going public, Krispy Kreme has embarked on a more aggressive expansion campaign, and the authors outline the rigorous screening that potential franchise developers must go through. Along the way, Krispy Kreme has diversified by acquiring a coffee-roasting company and a line of bakeries. The last part of the book includes a company time line as well as notes. Recommended for all libraries, especially those in North Carolina, where the company has its headquarters. (Index not seen.)-Stacey Marien, American Univ. Lib., Washington, DC Copyright 2003 Reed Business Information.

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Product Details

ISBN-13:
9780471432098
Publisher:
Wiley
Publication date:
10/17/2003
Pages:
240
Product dimensions:
6.34(w) x 9.38(h) x 0.90(d)

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