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Krispy Kreme


Introduction:

This is a case study of Krispy Kreme Doughnuts and changes in management strategy to address stagnant sales. The first Krispy Kreme Doughnut shop was opened in Winston-Salem, North Carolina, by Vernon Rudolph. Vernon first sold his doughnuts (which were made with a secret yeast-raised recipe) to grocery retailers; however, due to their quick popularity, he opened his own retail shop. In 1954, Mike Harding became a partner in the company and he and Rudolph grew revenue from less than $1 million to $58 million by 1974.

Case Overview

Rudolph and Harding had a vision to expand business by controlling every step of the doughnut-making process. They built an equipment department, a plant for blending doughnut mixes and standardized all Krispy Kreme shops. The standardized look of their shops and the melt-in-your mouth taste became a trademark during this period. When Beatrice Foods bought Krispy Kreme in 1976 and made changes to the recipe......

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Approximate Word Count: 1092
Approximate Pages: 5 (250 words per double-spaced page)

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