This document presents a SWOT analysis and strategic plan for Krispy Kreme Doughnuts (KKD) focusing on their expansion period from 2000 to 2003 when domestic losses were highest. An environmental scan using SEC filings and public polls was conducted for the internal and external analyses. The strategic recommendations are to slowly expand into dense markets with good transportation, focus marketing on holidays and occasions to boost off-season sales, and increase brand recognition by appealing to nostalgia while countering healthy eating threats.