Making Dough

Although it began humbly in 1937, Krispy Kreme and its 300 retail outlets in America sell more than two billion doughnuts a year. Seeking the secrets of Krispy Kreme's enormous success, Kazanjian and Joyner, both business writers, offer a tantalizing taste of the corporate strategies that have established the company's reputation. Drawing on interviews with company employees, business professors and customers, the authors discover that the recipe for Krispy Kreme's sweet success contains 12 major ingredients, such as "mix good taste with show business," "maintain high standards," "expand and protect your brand" and "give back to the community." As the authors point out, the company has very shrewdly customize its stores down to the windows that provide an opportunity to watch the process of doughnut making. Such tactics draw customers into the baking experience itself and make them feel like part of the larger Krispy Kreme "family." The authors also point out that Krispy Kreme has depended primarily on word of mouth, good community relations and repeat business to promote their products. In order to ensure quality, Krispy Kreme puts applicants for franchises through an elaborate screening process, often refusing even seasoned fast food franchisees because they do not fit the company's image. While the authors repeat many of the same stories far too often and sometimes sugar over the company's faults, they have written an enjoyable profile of one of America's most loved companies. (Oct.) (Publishers Weekly, August 18, 2003)

Customer loyalty plays a big role in the success of any company, and given that Krispy Kreme's fans are legion, it makes sense that Kazanjian (Value Investing with the Masters) and Joyner (News & Record magazine) relate stories of the die-hard donut lovers in this comprehensive history. The authors go back to the company's founding in 1937, purchase by Beatrice Foods in 1976, subsequent purchase in 1982 by franchise owners, and IPO in 2000, covering topics such as growth, marketing, employee turnover, and philanthropic efforts. Since going public. Krispy Kreme has embarked on a more aggressive expansion campaign, and the authors outline the rigorous screening that potential franchise developers must go through. Along the way, Krispy Kreme has diversified by acquiring a coffee-roasting company and a line of bakeries. The last part of the book includes a company time line as well as notes. Recommended for all libraries, especially those in North Carolina, where the company has its headquarters. (Index not seen.) —Stacey Marien. American Univ. Lib. Washington, DC (Library Journal, September 1, 2003)