Business Management 3A
Strategic Management Concepts and Cases
(BMG310A)
ASSIGNMENT 1
Kristóf Tamási
Student ? 284485
21st APRIL 2006
DAMELIN DEGREES AT A DISTANCE
Introduction
Krispy Kreme Doughnuts Inc. is a restaurant services company that specialises in doughnuts. The company is a branded specialty retailer, and produces around 7,5 million doughnuts a day. In addition to its Krispy Kreme stores, the company sells its doughnuts in supermarkets, convenience stores and other retail outlets throughout the United States. The company also serves premium coffee and espresso drinks. Krispy Kreme is headquartered in Winston-Salem, North Carolina, USA.
Krispy Kreme has been in the doughnut business for almost 70 years. Founded by Vernon Rudolph in 1937, Krispy Kreme has been a specialty retailer for doughnuts from the very beginning. In the early stages of the company, Rudolph had rented a building to make the doughnuts and had a delivery truck that took the doughnuts to grocery stores to be sold. As the company grew, Rudolph launched a small chain of stores that were mostly family-owned, which all were making their own doughnuts. However, as the years passed by, Rudolph discovered a need for consistency in the company’s doughnut making process so the company built a distribution centre that would deliver the perfect mixture of doughnut mix to each store. Since the 1940’s Krispy Kreme has invented and built their own doughnut-making equipment.
Through the 1960s, Krispy Kreme was growing steadily in the South. When Vernon Rudolph died in 1973 the company’s growth slowed down immensely, and the company was sold in 1976 to Beatrice Foods. Krispy Kreme Company became its own company again after the franch ...