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

Overview

Praise for Making Dough

"I was enchanted, intrigued, and fascinated by every page of this book. Kirk Kazanjian, Amy Joyner, and Dick Clark (yes, that Dick Clark) have done a masterful job of storytelling in Making Dough. The book is inspirational, enlightening, and just plain great reading. In fact, it's great reading with sprinkles on it. What a yummy book!"
–Jay Conrad Levinson Bestselling Author, Guerrilla Marketing series of books

"Krispy Kreme's success goes well beyond ...

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Overview

Praise for Making Dough

"I was enchanted, intrigued, and fascinated by every page of this book. Kirk Kazanjian, Amy Joyner, and Dick Clark (yes, that Dick Clark) have done a masterful job of storytelling in Making Dough. The book is inspirational, enlightening, and just plain great reading. In fact, it's great reading with sprinkles on it. What a yummy book!"
–Jay Conrad Levinson Bestselling Author, Guerrilla Marketing series of books

"Krispy Kreme's success goes well beyond being a retail phenomenon. This book will show you what went on behind the scenes to build the company. Along the way, it will teach you how you can take a product that is seemingly counter-culture and turn it into an addictive brand."
–Phil Lempert Author, Being the Shopper and Today show food trends editor

"Words can't do justice to Krispy Kreme doughnuts–just eat one! But as a fan of the product, it's interesting to read this business success story."
–Vince Gill Singer/Songwriter

"You know what? You have absolutely no chance of starting the next Krispy Kreme! But, the lessons they learned and the insight they used to build their once-in-a-lifetime success are useful, practical, and powerful tactics that any business can benefit from."
–Seth Godin Author, Purple Cow

"Take heart. You don't need a massive organization and a massive advertising budget to build a powerful brand. This interesting book by Kirk Kazanjian and Amy Joyner tells how Krispy Kreme did it on a shoestring."
–Al Ries Coauthor, The Fall of Advertising and the Rise of PR

"I think it's safe to say that just about every company would love to know the secret ingredients of Krispy Kreme's sweet success. After all, it doesn't advertise, it is a revered member of the community, and it keeps growing like crazy. What an extraordinary business! Without doubt, you should pay attention to what Krispy Kreme is doing, especially if you want to prosper in today's competitive world."
–From the Foreword by Dick Clark Producer, Entertainer, and Krispy Kreme Franchisee

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Editorial Reviews

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
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.34 (w) x 9.38 (h) x 0.90 (d)

Meet the Author

KIRK KAZANJIAN, a former television news anchor and business reporter, is the author of numerous business and personal finance books, including Value Investing with the Masters and Wizards of Wall Street. He was previously the director of research and communications for several leading investment firms and has appeared on CNBC, CNN, Fox News Channel, and many other radio and TV stations across the country. He is also featured regularly in leading news and business publications.
AMY JOYNER is an award-winning business reporter for the News & Record in North Carolina. She is based in Greensboro, not far from Krispy Kreme's corporate headquarters. Joyner has been covering Krispy Kreme for many years and has interviewed all of the company's key players. A former Knight Center fellow, Joyner's stories have appeared in newspapers throughout the country.

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Table of Contents

Foreword
Introduction
1 Mix Good Taste with Show Business 1
2 Be Picky about Your Partners 17
3 Make Good Use of Your Time and Resources 33
4 Expand and Protect Your Brand 47
5 Think Big, but Grow Carefully 63
6 Be a Guerrilla Marketer with a Soft Touch 77
7 Maintain High Standards 101
8 Harness the Power of Technology 115
9 Give Back to the Community 129
10 Select, Train, and Treat Your Employees Well 147
11 Build on Your Success 163
12 Keep Them Coming Back 179
Milestones in Krispy Kreme History 195
Acknowledgments 207
Notes 209
Index 217
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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted December 8, 2003

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

    Very enjoyable read about an American icon. What's great is that you not only learn about the company's fascinating history, but you also learn the secrets of its success. One of the best business books I've read all year. I highly recommend it, even if you're not a big fan of Krispy Kreme.

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  • Anonymous

    Posted October 27, 2003

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

    This is a great book and is full of wonderful stories about Krispy Kreme and its business prowess. I highly recommend it.

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  • Anonymous

    Posted December 8, 2003

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

    This has got to be my favorite business book of the year. How can you not enjoy a book about Krispy Kreme? It's very well written and kept me entertained the whole way through. (Unfortunately, I kept craving doughnuts the whole time!) I really enjoyed learning how this company was built from a small doughnut shop in North Carolina to a global giant that now sells more doughnuts each year than Dunkin Donuts, which has almost 10 times as many locations. It's a great case study in how to build a successful business with very little advertising.

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