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Krispy Kreme Doughnuts, Inc. Introduction The research proposal begins with an overview of Krispy Kreme's functioning industries as well as current trends within
Krispy Kreme Marketing Plan 1.0 Executive Summary Krispy Kreme Doughnuts owns and franchises stores that produce and sell over 20 different types of specialty doughnuts.
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Submitted by ct2613 on July 18, 2008
Category: American History
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Krispy Kreme Doughnuts began its existence on July 13, 1937 in Winston – Salem, North Carolina. It all started with Vernon Rudolph who bought a secret yeast raised doughnut recipe from a French chef in New Orleans. Rudolph and two friends convinced a local grocer to loan them ingredients to make the first doughnuts. People liked the doughnuts so much they began requesting the hot doughnuts directly from the doughnut shop. Vernon Rudolph spent much of the next two decades working on automating the process of creating the doughnut mix. Automating the process not only helped create a consistent mix it also helped to cut costs out of the business. Krispy Kreme also developed a distribution system to keep up with the demand of its ever expanding business. The company built their own mixing plant in 1948 to help keep up with the expansion. Krispy Kreme also invented and built their doughnut making equipment.
During the 1960’s, Krispy Kreme kept growing in the Southeast and started to expand outside of their traditional roots. The company became consistent with its look as it expanded. Most people know Krispy Kreme for their green tiled roofs and the heritage road signs used for the business. In 1962, Krispy Kreme opened a new factory in Charlotte, North Carolina and Richmond, Virginia.
In 1973, Krispy Kreme’s founder, Vernon Rudolph, died. This proved to be a difficult time for the company as their growth slowed and they were bought by Beatrice Foods in 1976.
By 1980 Krispy Kreme operated 116 stores and the new owner was making changes in their menu as they started to sell sandwiches. Beatrice Foods also changed the traditional recipe. These changes led to the 1982 purchase of Krispy Kreme doughnuts from Beatrice Foods by a group of investors led by Joseph A. McAleer, Sr.
In the 1990’s Krispy Kreme relied on franchising to expand their retail foot print. They expand north and form agreements with...
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