Krispy Kreme Doughnuts, Inc.—2004 Cynthia Duff

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Francis Marion University Ticker Symbol: KKD

The neon sign "Hot Doughnuts Now," when illuminated, lures hungry customers into the local Krispy Kreme stores. The sign signals that Krispy Kreme 's signature product, Hot Original Glazed doughnuts, are right now rolling under the glazing process and are ready to be devoured by anxiously waiting customers. There 's nothing better than a hot, fresh, fluffy glazed doughnut that melts in your mouth to satisfy your sweet tooth.
Krispy Kreme Doughnuts went public on April 5, 2000, allowing its customers to have their doughnuts and eat them too. It opened a test doughnut-making store in a Wal-Mart Super center in October 2003.
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Number of Stores ▲Company ■ Area Developers ● Associates

Sane Kripsy Kreme Doughnuts, Inc. 2003 Annual Report, p. 73.

The principle business of KKD is high-volume sales and production of over twenty varieties of the finest quality doughnuts; including the signature Hot Original Glazed Krispy Kreme 's commitment to quality and consistency has created a long-standing devoted customer base. The doughnut-making stores, quality ingredients, and vertical integration are part of what makes Krispy Kreme capable of differentiating itself from competitors.
Krispy Kreme is dedicated to a strategic philosophy, which includes the following beliefs:
1 All products will have a taste and quality that are second to none.
2 Control product quality and freshness of the ingredients.
3 Be thoroughly prepared to execute growth initiatives when they become needed.
4 The keys to creating and maintaining a competitive advantage include observing that quality, service, and innovation are second to none.
5 Instill the belief that the company is a set of capabilities, not just a product or brand.
6 Have a passion that growth and success as a company is a natural result of the growth and success of our people.

Krispy Kreme is a vertically integrated company with three reportable segment Company Store Operations, Franchise Operations, and Krispy Kreme Manufacturing and Distribution (KKM&D) unit. KKD company
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