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BIBLIOGRAPHY Thompson, A. (2003). Krispy Kreme Doughnuts, Inc. Cases In Strategic Management. University of Alabama Press. Executive Summary Krispy Kreme doughnuts is a company with a rich history of on-the-go expansion a

Krispy Kreme Doughnuts

Stein, A. (2004), Krispy Kreme: Diets hurt doughnuts, Retrieved May 7, 2004, from CNN Money website: http://money.cnn.com/2004/05/07/news/midcaps/krispy_kreme/

Food, Drink, and Consumer Demand

Krispy Kreme Doughnuts (KKD). 28 Jun 2005. AOL Personal Finance. June 28, 2005 <http://aolsvc.pf.aol.com/us/quotes/quotesandnews?sym=kkd&exch=>.

Krispy Kreme Doughnuts

Thompson, Arthur A. "Krispy Kreme Doughnuts, Inc." Strategic Management: Concepts and Cases. 19th Ed. Editor. Place: The McGraw-Hill Corporation, 2002. C-280 - C-295.

Krispy Kreme Doughnuts

"What Else is Hot Now at Krispy Kreme?" PC Magazine 23 (6) 6 Apr. 2004: p. 66. Academic Search Premier. EBSCOHost. University of Phoenix, Phoenix, AZ. June 28, 2005

"Krispy Kreme's biggest strength is in its product. It is best known for its best known for its fresh glazed, yeast-raised doughnuts, made from a secret recipe. The doughnuts are highly popular throughout North America, and have a mass appeal that is based largely on word of mouth and superior product. Interestingly, Krispy Kreme's doughnuts are so popular that Krispy Kreme is able to generate a media frenzy without using major or national advertising. Certainly, this is a major advantage to the Krispy Kreme company, as it greatly reduces the cost of advertising to the company."

Krispy Kreme awards franchises to area developers, who build and manage clusters of stores in selected markets. Rather than hiring a national ad agency the company encourages area developers to use local shops as a way of introducing the brand to communities. "It's a great, great model, and I think it's going to be a textbook case of how to do local marketing said Lisa Mullins, associate partner at Brickell & Partners in Virginia Beach, Va. "As an agency you have the autonomy to do what's right in your market, and Steve is willing to try new things and be creative and flexible."

But, the structure does pose its own set of challenges. "You have lots of different people touching the brand, so you have to make sure they all really understand it," Bumgarner said. "There might be five agencies working for me [at a given time], and chances are there's one that's not getting the attention it needs. I'm not sure where the threshold is of how many is too many."

One thing he is sure of is Krispy Kreme's greatest strength: its warm,