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Krispy kreme doughnuts
Mission of Krispy Kreme
• To touch and enhance lives through the joy
that is Krispy Kreme.
Vision of Krispy Kreme
• To be the worldwide leader in sharing
delicious tastes and creating joyful
memories.
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.
• 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.
• 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.
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
• 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.
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.
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.

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Krispy kreme doughnuts

  • 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.