Making Dough (eBook)

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.

Foreword.

Introduction.

1. Mix Good Taste with Show Business.

2. Be Picky About Your Partners.

3. Make Good Use of Your Time and Resources.

4. Expand and Protect Your Brand.

5. Think Big, but Grow Carefully.

6. Be a Guerrilla Marketer with a Soft Touch.

7. Maintain High Standards.

8. Harness the Power of Technology.

9. Give Back to the Community.

10. Select, Treat, and Train Your Employees Well.

11. Build on Your Success.

12. Keep Them Coming Back.

Milestones Krispy Kreme History.

Acknowledgments.

Notes.

Index.

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 customize
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.) (Publishers Weekly, August 18, 2003)

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
(Library Journal, September 1, 2003)