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Krispy Kreme Doughnuts, Inc. Message Board

  • fisk007 fisk007 Jan 31, 2013 2:10 PM Flag

    Great Article

    From Article: The 75-Year Roller Coaster

    Article Excerpt:

    “I’ll quote you a friend of mine when I came here a couple of years ago,” says CMO Dwayne Chambers. “They said, ‘Listen, I don’t know what you’re going to do there—just don’t mess it up.’”

    Unlike other concepts that constantly add new combos and menu items, Chambers says, Krispy Kreme has remained top of mind by understanding what its fans want—hot, fresh doughnuts—and concentrating on that without straying into other avenues.

    The modest menu has given birth to an animated fan base. Krispy Kreme’s Facebook page is 4.5 million fans strong—a feat, given the brand initiates little to no traditional marketing and has only 250 stores in the nation. Fans have been known to motor down highways on eight-hour road trips to access the nearest Krispy Kreme, and they take orders from friends and neighbors along the way.

    Given that the barest menu item is the biggest seller, Morgan says executives often talk about whether the novelty will ever wear off. “And the answer is no,” he says. “I think it’s not really novel; it’s almost a staple … I really don’t worry about it being a trend or a fad or being out-motored.”

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    • I drive two hours from No. Jersey down the turnpike to collingswood, N. J. with a list as long as your arm for this delightful treat. I can't even imagine how much business they could do with a plant in our area. Anyone who tries to make a comparison with DD really needs a major check of their taste buds! I continue to load-up on shares based upon the $20 price we will see by this time next year.

      • 1 Reply to josve942
      • They have announced a major domestic growth initiative....major - yet measured. This management (unlike the 2002-2007 team) knows how to grow in a reasonable, profitable fashion.

        The recently announced planned 71% + GLOBAL increase in locations over the next 4 years should set the satge for a company that may easily be a $1 Billion Revenue Company in 2017.

        IF...IF there were to be an acquisition near term....find it very difficult to see a take out number below very high teens.

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