Krispy Kreme Research Articles

Effectiveness of the Marketing Strategy of Krispy Kreme Outlet Stores to Chinese Customers in Metro Manila

Effectiveness of the Marketing Strategy of Krispy Kreme Outlet Stores to Chinese Customers in Metro Manila

Effectiveness of the Marketing Strategy of Krispy Kreme Outlet Stores to Chinese Customers in Metro Manila

This study determines the effectiveness of the marketing strategy of the selected Krispy Kreme Outlet Stores in Metro Manila. It focuses on the customers’ profile, the reason of patronage of Krispy Kreme Outlet Stores, the problems encountered by the customers, and their recommendations. A descriptive correlational method of research was used in this study with information obtained through the survey questionnaire. Results show there is a marked moderate positive correlation between the overall perception of Chinese customers on selected Outlets Stores and Product Strategy, Promotion Strategy, Place Strategy, and Pricing Strategy. Keywords: marketing strategy, Chinese customers, descriptive correlational method, outlets stores

Pengaruh Identitas Brand Dna Ekuitas Brand J.CO Terhadap Keputusan Pembelian Konsumen

Abstrak
 Food and Beverage industry is one of industry that is very competitive within each businesses and brands. Every brand and business are using different strategies applied to gain customers based on their market segment and compete with competitors. The growing intensity of competition in the franchise business, such as J’CO, Dunkin Donuts, Krispy Kreme, Dough Darlings, and so on. Because of this, business owners must pay more attention to the desires of consumers who are diverse, change fast, and of course have different satisfaction values The object of this study was to learn the effect of the J.CO brand identity and brand equity on consumer purchasing. The sample consisted of 200 respondents who had answered a questionnaire about the J.CO brand and the marketing strategy undertaken by J.CO. Respondents were determined using accidental sampling technique. The purpose of this study was to determine the effect of brand identity and brand equity J.CO Donuts on consumer purchasing decisions. The samples that have been received are then analysed for their answers, starting with descriptive analysis, basic statistics, and regression. After this analysis, the results obtained in the form of J.CO’s brand identity have a significant effect, and the J.CO’s brand equity also has a significant effect. This shows that consumer purchasing decisions are influenced by brand identity and Equity Product.
 Keywords: Brand Identity; Equity Product; Consumer Purchasing Decisions

J.CO Coffee & Donuts Marketing Strategy

J. CO Donuts & Coffee is a franchise of cafe restaurant chains that sell donuts, coffee and frozen yogurt. The company is owned by Johnny Andrean Group. Since 2005, J.CO Donuts & Coffee becomes the fastest growing donut & coffee chain in Indonesia. They have successfully penetrated into the local market in Indonesia against Krispy Kreme and Dunkin Donuts. They also have been rapidly expanding their store chains throughout South East Asia countries such as Malaysia, Singapore, Philippines, and Hong Kong. Analysis of J.CO Donuts & Coffee will be done to know more on the position of the company in the market. SWOT analysis is needed to know JCO Donuts & Coffee marketing situation.

Information Sharing during Auditors' Fraud Brainstorming: Effects of Psychological Safety and Auditor Knowledge

SUMMARY Conducting a fraud brainstorming session during planning assists with risk-based tailoring of the audit. An effective session should include a team environment in which all members are willing to share information to appropriately calibrate the collective assessment of fraud risk. We report the results of a study (Gissel and Johnstone 2017) in which we manipulate partner leadership in terms of engendering a safe (unsafe) psychological environment whereby subordinates are (are not) encouraged to speak up about fraud-relevant information. Participants are audit staff and seniors, and through the experimental case (based on the Krispy Kreme Doughnut Corporation fraud) they come to realize that they alone possess fraud-relevant information critical to the team's calibration of fraud risk. These auditors participate in a simulated brainstorming session containing the partner leadership manipulation and indicate changes in their willingness to share the fraud-relevant information with the team. We find that less-knowledgeable auditors become more willing to share their privately known, fraud-relevant information when the partner engenders a safe psychological environment as compared to an unsafe environment. In contrast, more-knowledgeable auditors are impervious to the relative psychological safety engendered by the partner; these individuals are equally willing to speak up regardless of the partner's leadership behavior. Data Availability: Contact the authors.

Krispy Kreme: The Franchisor That Went Stale

The case depicts Krispy Kreme's franchise system growth and decline as a lesson to entrepreneurs running a company as a franchisor. Burton D. Cohen, retired senior vice president and chief franchise officer for McDonald's Corporation from 1980 to 1999, explains the strengths and weaknesses in Krispy Kreme's franchising strategy during the period from 1997 to 2006. Areas examined in the case include: franchisee agreements, accounting practices, volatility in stock valuation, franchise system growth, franchise ownership structure, product distribution strategy, and commissary growth. The case depicts how Krispy Kreme started and how it ended up in a low point.Students learn: 1.

Why doesn’t our branding pay off: optimising the effects of branding through innovation

Purpose Recent branding failures (e.g. Kodak and Krispy Kreme) have cast considerable doubt on the widely accepted contention that to develop a strong brand, firms must continuously strive to be brand oriented or innovation oriented. This study aims to examine the curvilinear and interactive effects of brand orientation and innovation orientation on brand performance. Design/methodology/approach Survey data were drawn from a sample of 181 firms operating in the consumer goods sector (i.e. fashion, consumer electronics and automobile) and tested through a hierarchical regression analysis. Findings This study finds that the sole and exclusive focus on either brand orientation or innovation orientation is detrimental to the realisation of superior brand performance because increased levels of this focus lead to diminishing returns. Critically, this study finds that the key to achieving superior brand performance lies in the extent to which the firm integrates both brand orientation and innovation orientation. Originality/value This study extends current knowledge by showing that focusing on either brand orientation or innovation orientation in isolation is actually detrimental to the firm’s realisation of superior brand performance. The integration of brand orientation and innovation orientation is the key to achieving superior brand performance because the inherent limitations associated with each are overcome by their integration.

Lessons From Krispy Kreme

The recent decline of Krispy Kreme Doughnuts, Inc. raises a natural question: shouldnt investors (and auditors) have been more wary of this Wall Street darling? Werent there tipoffs that would have allowed investors to avoid another franchisor crash and burn situtation like Boston Chicken or TCBY frozen yogurt? This paper traces the meteoric rise and fall of Krispy Kreme and discusses a number of advance indicators of future problems: insider share-dumping, conflicts of interest within the Board of Directors and senior management, turnover in the CFO position, the use of synthetic leases, repurchased franchises, disappointing join venture results, and the problems of earnings management in the quarterly reports of a fairly small publicly-owned business.

Chutes & Ladders: Middle Class in Motion

Chutes & Ladders: Middle Class in Motion

A Nonnegative Analysis of Politics

Click to increase image sizeClick to decrease image size Additional informationNotes on contributorsTim ChartierTim Chartier has performed mime across the United States, climbed two 14,000-foot mountains in one day, and programmed on one of the world's fastest supercomputers. email:tichartier@davidson.eduChuck WessellChuck Wessell has hit a half-court shot at halftime of a college basketball game, been a contestant on Jeopardy!, won the College Bowl national championship, hiked the Appalachian Trail, run 10 marathons, and completed five Krispy Kreme Challenges. cdwessel@ncsu.edu

Financial Analysis of Krispy Kreme’s Earnings Forecasts, Joint Venture Investments, and Franchise Repurchases

ABSTRACT: Like many restaurant chains, Krispy Kreme Doughnuts earns revenues from both company-owned stores and from franchisee-owned stores. Following its April 2000 IPO, Krispy Kreme Doughnuts entered into several joint ventures with franchisees to develop new stores. In some situations, the Company also re-acquired franchise rights from its franchisees. This case provides you with the opportunity to assess analyst forecasts of Krispy Kreme’s earnings following the release of its February 3, 2002 financial statements. Through analysis of footnote disclosures on the Company’s joint ventures and repurchased franchises, you will identify potential problems with Krispy Kreme’s business outlook that were not discussed in the analyst reports.

Dixie Emporium: Tourism, Foodways, and Consumer Culture in the American South (review)

J A N U A R Y 2 0 1 0 79 Dixie Emporium: Tourism, Foodways, and Consumer Culture in the American South. Edited by Anthony J. Stanonis. Athens: University of Georgia Press, 2008. ix, 296 pp. $59.95 (cloth). ISBN 978-0-8203-2951-2. $24.95 (paper). ISBN 978-0-8203-3169-0. Dixie Emporium is a tour de force by a baker’s dozen of scholars who take readers on a ride through the various Souths of Krispy Kreme doughnut stores, Pedro’s wares at South of the Border, black Christian homes in the Mississippi Delta, “hillbilly” heavens in Missouri, civil rights memorials in Alabama, the Hon Fest festival in Baltimore, and more. The essays derive from a conference and conversations in 2005 and reveal the many new directions of discovering multiple Souths through studies of material culture, folklore, oral history, architecture and industrial design, merchandising , foodways, and the bric-a-brac people have made, marketed, and collected. The book is divided into three intersecting sections, each introduced with a critical essay by a major scholar remarking on the utility of their particular contents. One theme running through the collection is the ways objects both reflect the values of the people who crafted and collected them and project images of particular Souths for both external and internal consumption . Thus, for example, Eric Plaag shows how northerners gathered up a variety of souvenirs and mementos in the antebellum South and came away enchanted with a pastoral South at odds with abolitionists’ renderings . Karen Cox neatly presents white southerners’ marketing of massproduced goods literally and figuratively stamped with the Lost Cause mythic South in the late nineteenth into the early twentieth century. Such objects not only sold a nostalgic Dixie to the nation but also reinforced regional identity at home. Black Christians in the Delta, John Giggie shows, used beautified churches and homes to build their sense of dignity and belie whites’ depictions of them as uncouth and ignorant people. Most curious is the popularity of the Horny Hillbilly, a Chinesemade plastic figurine sold at tourist stops. As Patrick Huber reveals, the appeal of the Horny Hillbilly is its grotesquely large member jutting out from the body, a statement of raw sexuality and vulgarity. So much for a sophisticated “new” South. Countering such stereotypes of hillbillies, argues Aaron Ketchell, were the tourist sites developed in and around Branson, Missouri, that presented the Ozark mountain people as washed in the blood of the Lamb and offering up wholesome country fare in music and manners. Another section of the book addresses the role that food preparation, sale, and consumption has played in shaping identities and pushing T H E A L A B A M A R E V I E W 80 interests. Anthony Stanonis, for example, examines the ways southern foods and eating patterns fed white conceptions of a proper racial and social order. Carolyn de la Peña makes a fascinating case for the appeal of Krispy Kreme, deriving as much from the customers’ ability to see the doughnuts made in a clean, sleek industrial process as from the fresh, warm taste of the doughnuts. Thus, eating a Krispy Kreme was as much participation and validation as it was consumption. On a different scale was the success of Alan Schafer, the Jewish South Carolinian who set up South of the Border and made money from selling liquor, then food, and moreso all manner of gewgaws, cheap wares, and anything to meet travelers’ needs heading north or south across the Carolinas. As Nicole King demonstrates well, Schafer used his location and profits to challenge Jim Crow laws and practices by pitching his goods and place to all comers irrespective of race, while also mocking southern pretensions to gentility. Of particular interest to Alabamians is Glen Eskew’s perceptive and provocative take on the selling of civil rights. He notes the shift in heritage tourism from Civil War sites to ones representing key moments in the civil rights movement. Therein, Alabama has a special claim, with its historic sites and museums in Montgomery, Birmingham, and Selma especially marking the freedom trail. The memory and memorialization of the...

The Effect of Missing Quarterly Earnings Benchmarks on Chief Financial Officer Turnover and Annual Bonus

We examine the effect of missing quarterly earnings benchmarks on Chief Financial Officer (CFO) turnover and compensation. We consider two well-known earnings benchmarks: 1) consensus analyst earnings forecast, and 2) earnings for the same quarter of the prior year. Our results are consistent with significant bonus and career consequences to CFOs of failure to meet quarterly earnings benchmarks. Our evidence suggests that missing one quarter of consensus analyst earnings forecast in the prior year increases the probability of CFO dismissal by 18.57%, after we control for established determinants of executive turnover. Overall, our findings provide evidence that missing earnings benchmarks has economically significant adverse consequences for a CFO's bonus compensation and future career. Further, we find that the effect of missing the consensus analyst forecast on CFO dismissal is more pronounced for firms with better governance, consistent with better-governed firms considering negative earnings surprise more seriously as a signal of poor performance. These adverse consequences create pressure for CFOs to manage or manipulate earnings in order to meet earnings targets. … Just after the IPO in 2000, Krispy Kreme replaced longtime Chief Financial Officer Paul Beitbach with newcomer John Tate … who was forced out as CFO of Williams-Sonoma after missing two quarterly earnings fore- casts. … Tate was promoted to Chief Operating Officer in 2002, and longtime controller Randy Casstevens was pro- moted to the top finance spot. Casstevens lasted less than eighteen months and turned in a purely voluntary resigna- tion just five months before the company's first quarterly earnings shortfall. To replace Casstevens, the company brought in Michael Phelan, a key member of the investment banking team that executed Krispy Kreme's IPO and follow- on offering, who in turn lasted less than two years in the

Storytelling Live! (review)

Reviewed by: Storytelling Live! Christin Essin Storytelling Live! Featuring DovieThomason and Dolores Hydock. International Storytelling Center, Jonesborough, TN. 13and 17June 2008. Each year, between June and October, the International Storytelling Center in Jonesborough, Tennessee, hosts a series of solo performances, bringing a diverse collection of nationally and internationally renowned storytellers to this small Appalachian town. The "Storytelling Live!" series is an outgrowth of the National Storytelling Festival, a weekend event held each October that attracts tourists (approximately ten thousand) and northeast Tennessee natives alike. What began as locals telling stories from the back of a hay wagon has evolved into an expansive operation that overwhelms Jonesborough with a sea of white tents housing simple platform stages and hundreds of folding chairs for listening audiences. Since opening in 2002, the center has established a permanent presence on Main Street, contributing to Jonesborough's quiet mountain tourism that touts Appalachian culture through sales of handmade quilts, jams and jellies, and local bluegrass albums. To attend the center's storytelling performances, therefore, is to participate in the local cultural economy. Since the early 1970s, when town councilman (later mayor) Jimmy Neil Smith launched the festival to boost fall tourism, Jonesborough proclaimed itself a Mecca for storytelling—an Appalachian outpost dedicated to preserving oral narratives and a dying breed of bards and balladeers whose embodied performances sustain this indigenous mountain culture. Growing up in neighboring Johnson City, I occasionally attended the festival, and during my most recent visit, I caught two "Storytelling Live!" performances at the center's new Krispy Kreme Storytelling Theater. (The center functions as a nonprofit organization, funding its endeavors through a combination of corporate support from local businesses like Krispy Kreme as well as grants from the National Endowment of the Arts and the Tennessee Arts Commission.) On 13 and 17 June, respectively, I saw Dovie Thomason, a Pennsylvania-based storyteller with Lakota and Plains Apache heritage, and Dolores Hydock, a self-professed Northerner adjusting to life in Alabama. Both had been featured tellers at previous festival events; indeed, the series helps the center build relationships with an international ensemble of oral-narrative performers. The diverse range of storytellers, exemplified by the series' inclusion of performers with Irish, Cuban, Australian, Native American, and US Northern and Southern regional traditions, indicates the center's dedication to preserving storytelling by recognizing how it connects Appalachia to a global network of local cultures that share the impulse to keep their indigenous artistry from disappearing in the wake of relentlessly advancing postmodern technologies and consumer landscapes (Krispy Kreme franchises exempt, of course!). The "Storytelling Live!" performers spend week-long residencies at the center, offering hour-long daily matinees to an intergenerational audience as well as the occasional children's or adult-oriented evening concert. Unlike the festival's enormous white tents, the Krispy Kreme Theater is an intimate space seating just under a hundred spectators; the small wooden stage is set merely with a microphone stand and a tall, antique Shaker-style chair. Storytellers pull from their repertoire for each matinee, performing a range of material so audiences can return the next day and encounter a new set of stories. Thomason's show opened with two Native American folktales featuring animal characters (e.g., foxes, buffalos, and bears), and concluded with a Lakota creation myth about the spirit Wohpe and the four brothers of the North, South, East, and West winds. Thomason linked the myths with personal narratives about gardening, twenty-first-century [End Page 326]"buffalo-hunting" (obtaining meat via FedEx express shipping), and learning the art of storytelling from her grandmother and the Lakota community. She engaged the audience with her theatrical style, conveying the animals through exaggerated vocal patterns, gestures, and facial expressions (the bear growled and spoke gruffly, while the chipmunk wiggled and watched in wide-eyed wonder). During the moments of personal narrative, Thomason spoke in a warm, inviting tone and made direct eye-contact with spectators. Soft lighting throughout the stage and auditorium aided the intimate exchange, encouraging a feeling of shared space. Although the minimal staging approximates the spare aesthetic and direct address of many stand-up comics and solo performance artists, storytellers at...

Krispy Kreme Doughnuts, Inc

This case considers the sudden and very large drop in the market of equity for Krispy Kreme Doughnuts, Inc. associated with a series of announcements in 2004. These announcements caused investors to revise their expectations about the future growth of Krispy Kreme, which had been one of the most rapidly growing American corporations in the new millennium. The task for the student is to evaluate the implications of these announcements and assess the financial of the company. This case is intended to be introductory: it can provide a first exercise in financial statement analysis and lay the foundation for two important financial themes, the concept of financial health and the financial-economic definition of value and its determinants.

The self-destructive habits of good companies: and how to break them

The self-destructive habits of good companies: and how to break them

The Hole in the Doughnut: Accounting for Acquired Intangibles at Krispy Kreme

Krispy Kreme Doughnuts, Inc. used a 2000 initial public offering (IPO) to embark on an active expansion and franchise reacquisition program. This case focuses on this high-visibility franchise reacquisition program and several associated and highly controversial accounting issues, and provides an opportunity to examine numerous technical and conceptual issues in a real-world setting. In the case, you will encounter a variety of financial reporting issues—from identification and valuation of uncommon intangible assets in Part 1, to acquisition accounting, purchase-price allocations, contingent consideration, exit costs, executive compensation, and loan impairments in Part 2. The case is appropriate for use in intermediate and advanced accounting courses.

Krispy Kreme Doughnuts, Inc

Krispy Kreme Doughnuts, Inc

On Death and Donuts: Irony and Ecology after September 11

On Death and Donuts:Irony and Ecology after September 11 Susie O'Brien (bio) Number of Pop-Tarts dropped on Afghanistan as part of U.S. airborne food aid in the first month of bombing: 1,101. —Harper's Index Among the broad cultural consequences of the terrorist attacks on the United States on September 11, 2001 was a hasty reconfiguration of public discourse. In addition to the self-censorship of many corporate advertisers in the weeks following the attacks, environmental groups announced the cancellation of campaigns, reflecting a consensus that "now [was] not the time for these debates" (quoted in Mittelstaedt 2001). These major changes were accompanied by a general shift in tone described by many commentators as the "death" of irony, in favor of a return to depth and sincerity. In the midst of this reshuffling of cultural priorities, as the media tiptoed nervously around the reintroduction of subjects not immediately related to September 11 and its aftermath, stories about food began appearing with curious frequency. In the Toronto Star, for example, tucked in between stories about the search for Osama bin Laden and the threat of further attacks, was an article about the opening of the first Krispy Kreme donut store in Canada (Cotroneo 2001). The image of excited suburbanites frantically jockeying to get their free samples of Original Glazed suggests that, contrary to solemn pronouncements about how we were all going to re-embrace wholesome, life-enhancing principles, our supersized appetites for the uniformed kitsch of the donut chain, empty carbohydrates, and artery-clogging lipids were unabated: nothing had changed. After September 11, however, that scene of eager consumption takes on another, weightier [End Page 148] significance. The eating of those warm, soft, Krispy Kreme donuts—in fact the eating of comfort food generally—is enlisted to demonstrate a commitment to the goals of the U.S.-led coalition against terrorism, thereby explicitly politicizing the otherwise guilty pleasure of eating sugar and lard with the significance that, in doing so, we were somehow contributing to the defense of Western civilization. The Krispy Kreme became as American as apple pie. Not to chow down big became un-American. Without overstating its relevance as a barometer of contemporary culture, I cite the Krispy Kreme story as a way into thinking about changes in public discourse, post-September 11, and the implications of those changes. Specifically, I want to explore the significance of two seemingly endangered ways of thinking—ecology and irony—with a particular focus on their relevance for looking at the cultural politics of food. In brief, I argue that irony and ecology both offer ways of challenging an uncritical acceptance of the inherent superiority of Western culture and the economic system that sustains it. The critical thrust of both irony and ecology explains their semi-official banishment, as it also explains the converse argument that we need them now, more than ever. This essay endorses that argument—mostly. However, as modes of thinking that are deeply implicated in global capitalist culture, irony and ecology are each insufficient as ways of engaging its contradictions. Ultimately, then, this essay seeks to advance a critical perspective in whichecology and irony work in tension with one another, gaining insight through the mutual illumination of one another's differences. After outlining some of these differences, the final section of the paper returns to the phenomenon of the ever-expanding Krispy Kreme donut empire, employing irony and ecology to establish its broader significance in the context of post-September 11 global politics. Following September 11, both ecology and irony disappeared, more or less conspicuously, from public view. In the case of ecology, the disappearance was more subtle: announcements of campaign cancellations by Greenpeace and the Sierra Club received little media attention, thus apparently confirming the sense, on the part of these organizations, that the environment had, quite justifiably, fallen off the public agenda. Irony's departure was more spectacular, heralded [End Page 149] by dramatic headlines in Time, and the announcement by Graydon Carter, editor of Vanity Fair, that a "seismic change" had occurred; that we had witnessed "the end of the age of irony" (quoted in Kingston 2001). The gist of...

Op Ed -- Opinions and Editorials -- A Cup of Joe, a Krispy Kreme & Thou: Visits to Coffeehouses in Libraries

Op Ed -- Opinions and Editorials -- A Cup of Joe, a Krispy Kreme & Thou: Visits to Coffeehouses in Libraries