Making Dough: The 12 Secret Ingredients of Krispy Kreme's Sweet Success

Format Post in BY Amy Joyner, Kirk Kazanjian

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Making Dough: The 12 Secret Ingredients of Krispy Kreme's Sweet Success Amy Joyner, Kirk Kazanjian is available to download

Making Dough: The 12 Secret Ingredients of Krispy Kreme's Sweet Success
Amy Joyner, Kirk Kazanjian
Type: eBook
Released: 2003
Publisher: Wiley
Page Count: 240
Format: pdf
Language: English
ISBN-10: 0471432091
ISBN-13: 9780471432098
From Publishers Weekly Although it began humbly in 1937, Krispy Kreme and its 300 retail outlets in America sell more than two billion doughnuts a year.Making Dough: The 12 ... Textbook 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 customized 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. Copyright 2003 Reed Business Information, Inc. From Kazanjian and Joyner, both business journalists, join forces to tell the story of Krispy Kreme, considered the world's premier doughnut company. Founded in 1937, the company today produces approximately 2 billion doughnuts annually through its 300 doughnut shops in the U.S and Canada and has plans for more international expansion. Interviewing executives, franchise owners, employees, and customers, the authors describe the culture of this remarkable company, which combines customer loyalty, valuing their employees, and commitment to their communities with quality product standards and technological innovation. Key initiatives that have led to the company's success include mixing good taste with show business, thinking big but growing carefully, and being guerrilla marketers with a soft touch. The management is determined to be very selective in choosing partners and has only 30 franchisees. The company's founder, Vernon Rudolph, now deceased, preached to his employees about meeting change with change and told them, "We expect to remain on top." And so the company has. Mary WhaleyCopyright © American Library Association. All rights reserved

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