Krispy Kreme's mission is to enhance lives through the joy of their doughnuts and coffee. Their vision is to be the worldwide leader in sharing delicious tastes and creating memories. A SWOT analysis identifies their strengths as a global brand with a consistent product and loyal customer base, vertically integrated operations, and signature doughnut. Weaknesses include having fewer stores than competitors and limited healthy/non-breakfast options. Their revised vision and mission focus on quality service, putting customers first, and becoming the number one worldwide seller of doughnuts and coffee.

2. Mission of Krispy Kreme
• To touch and enhance lives through the joy
that is Krispy Kreme.

3. Vision of Krispy Kreme
• To be the worldwide leader in sharing
delicious tastes and creating joyful
memories.

4. SWOT ANALYSIS
STRENGHTS
• As a global firm, KKD has established itself as a
consumer brand with a consistent sell such as
mugs, hats, and toys. customer base in the
United States and abroad. KKD has branched
into grocery and convenience stores so
accessibility to the doughnut brand is readily
available. The company sells over 20 different
varieties of doughnuts and other menu items
include coffee and bakery items. They also have
a collectable memorabilia for sell such as
mugs, hats, and toys.

5. • KKD is a vertically integrated company with
three business units: company store
operations, franchise operations, and KK supply
chain operations. Their supply chain
manufacturing uses an accelerated approach
that allows for high volume of production and
output in a cost effective manner. They use
specialized doughnut-making equipment and
specific doughnut mixes that each
store, whether franchise or company owned, are
required to purchase. This gives each store the
capacity to produce from 4,000 to 10,000
doughnuts daily.

6. • KKD offers a product that is second to none, with
regards to taste, freshness, and the finest ingredients.
The original glazed doughnut is their signature
doughnut. It remains the top seller amongst other
pastries in its category. They have a loyal customer
base in the U.S. market. That said, KKD continues to
introduce their brand to the international markets
such as Europe, Australia, and Asia. Leadership is a
strength for KKD over the last few years. After its
vamping increase in sales in the early 2000s KKD went
through a series of managers from 2005 - 2007 to find
a way to make the company profitable again. The
door has stopped rotating as the business strategy is
fundamentally more stable in today’s environment.

7. Weaknesses
According to Porter’s framework, weaknesses
refer to any limitations that a firm faces in
developing or implementing a strategy.
Weaknesses should be considered from the
customer and the corporate perspective. KKD
has the following weaknesses relative to the
QSR industry environment:
• Only 395 KKD stores compared to 7,000 Dunkin'
Donuts and 12,000
• 1. BUSN 6200 2 Fall I 2009 Team Andrews KKD
Case Analysis Starbucks

8. • Limited amount of "healthy" menu selections
• Limited “non-breakfast” menu items
• Poor management/financial practices hurt
reputation & stock prices until 01/2007
• Limited amount of non-snack food items
• International differences/preferences.

9. Revised Vision of Krispy Kreme
Doughnuts
To be the worldwide leader and committed
to nation building in sharing delicious tastes
and creating joyful memories, to become our
consumers, our lifeblood, the center of the
doughnut and there is no substitute for
quality in our service to customers. We must
never settle for “second’s best”, we must cast
the best possible image in all that we do and
we must coach our team to ever better
results.

10. Revised Mission of Krispy Kreme
Doughnuts
To touch and enhance lives through the joy
that is Krispy Kreme by providing premium
quality doughnuts and coffee to it’s
customers, encouraging employees to attain
their dreams and to put customers as our
first priority, to be the number one seller of
doughnuts and coffee worldwide and to give
excellent service sincerely.