Krispy Kreme’s product objective is to set themselves apart from other donut makers in the industry through its many distinguishing attributes. One of them is their well-known “Doughnut Theater,” which is a large glass wall where customers can watch their donuts being made. Unlike other donut retailers, they offer a convenient 24-hour drive-through service, in addition to inside seating, which is available during their extended hours between 5:30am and 1:00am. Their large neon sign [affectionately known as "The Hot Light"] displays “Hot Doughnuts Now” which notifies passerby that they are open and fresh. Krispy Kreme sets out to meet its objectives through high volume production and sale of over 20 varieties of premium quality donuts, particularly their famous Hot Original Glazed. Their current product line meets all objectives through efficiently producing donuts by combining high quality ingredients and a vertically integrated production process with a unique retailing experience. Krispy Kreme's acquisition of Digital Java Inc.enables them to upgrade a pre-existing existing beverage line. The deal allows Krispy Kreme to control the sourcing and roasting of its coffee, known now as the Krispy Kreme brand. I'm not one for coffee, caffeine has a profound affect on me, but four different kinds of coffee roasts, expressos, frozen blends [to compete with those Orange Mocha Frappuccino's], and various flavored milks are offered at every location.

Krispy Kreme uses less traditional methods of advertising, such as word of mouth, product placement in pop-culture mediums and fundraiser promotions on a more local basis. Their popularity has greatly increased due to its loyal customers “spreading the word” about their great tasting donuts. Furthermore, we can hear their name being said in areas such as television and in movies such as Fight Club. We can also hear their popular name being cried out loud on radio stations throughout the country. They sponsor local events and announce them over the airwaves. Krispy Kreme prides itself to its relationship with local communities. Local store operators support their local communities through fundraising programs and the sponsorship of local events. Another form of Krispy Kreme promotion is to give free in-store samples. Anytime you walk into a Krispy Kreme, you will receive a free sample of their popular Hot Glazed Original donut. As an added incentive, they give customers coupons for a free dozen of donuts when six boxes are purchased [perhaps this is only at select locations]. Sometimes, employees let you goof around behind the glass and take pictures as well. Although they do not overpower the media with their name, people are quite aware of who Krispy Kreme is and how delicious their donuts taste. The forms of media they use may be less traditional, but they are well chosen and sufficient enough to bring customers coming back for more donuts anytime of the day.

BOTTOM LINE
Anything from Krispy Kreme's should be considered highly addictive, and should come with a Surgeon General's warning. However, I was able to break my addiction after one particularly horrific Krispy Kreme binge eating contest... A lot of milk was consumed, and a lot of original glazed donuts fell victim to voracious appetites. The results were not pretty, and left an indelible mark on my fragile psyche. My Krispy Kreme schedule is now at about one visit every four months. But when that time comes around, I am always up for an order of a few Original Glazed and some Chocolate Milk. Sometimes, I'll indulge in a Raspberry Glazed, but that's it...and maybe a Blueberry-filled...but I draw the line there...

Author's Note: I can not claim the titles of Donut Connoisseur, Donut Aficionado, or even The Master Blaster of Donut Eating. In fact, I don't even really like sweets all that much. Said eating contest was an assertion of male dominance, it was not spawned from a desire to eat massive amounts of cooked dough. As is typical when men come together, challenges are issued and never rejected. As is typical in such situations, girls giggle and tell themselves "boys will be boys," though it is a well-known fact that He who consumes the most is to henceforth be referred to as the Alpha Male, and shall receive benefits befitting one of such stature. That being said, I still enjoy Krispy Kreme every once in awhile.

Recommended:
Yes