GRADUATE SCHOOL
STRATEGIC MANAGEMENT
(Group IV – Rowena Miranda, Homer Deo Datu Estavillo, Maricar Telan)
I. CASE BACKGROUND
Krispy Kreme is an international chain of doughnut stores that was founded by Vernon Rudolph in 1937 in Winston-Salem, North Carolina, United States. Fueled from a secret receipe his uncle purchased for making doughnuts from someone in Lake Charles, Louisiana; Krispy Kreme has evolved into a publicly traded company with 523 stores worldwide both company owned and franchise as of February 2009.
Vision and Values
Vision: To be a global leader in doughnuts and complementary products, while creating magic moments worldwide.
Values: (with acknowledgement to Founder, Vernon Rudolph)
we believe...
Consumers are our lifeblood, the center of the doughnut
There is no substitute for quality in our service to consumers
Impeccable presentation is critical wherever Krispy Kreme is sold
We must produce a collaborative team effort that is unexcelled
We must cast the best possible image in all that we do
We must never settle for "second best"; we deliver on our commitments
We must coach our team to ever-better results
Krispy Kreme, while selling assorted doughnuts, its signature item is a glazed doughnut that is traditionally served warm. To maintain the quality of its offerings both for its company and franchise stores, Krispy Kreme controlled he manufacturing of all proprietary doughnut mixes and doughnut-mixing equipments. Also, products from third party distributed through the stores are provided by Krispy Kreme.
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