Home > Free Essays > Business > Company Analysis > The rise and fall of Krispy Kreme doughnuts

The rise and fall of Krispy Kreme doughnuts Term Paper

Exclusively available on IvyPanda Available only on IvyPanda
Updated: Sep 10th, 2019


Krispy Kreme refers to an intercontinental string of donut shops that was established by Vernon Rudolph in North Carolina in 1937. The parent corporation of Krispy Kreme is Krispy Kreme Doughnuts, Inc. While vending various sorts of doughnuts, Krispy Kreme’s theme detail is a candy doughnut that is customarily served warm.

Alongside their own Krispy Kreme trademark shop locations their commodities are put up for sale in superstores, foodstuff shops, corner shops, petrol stations, Wal-Mart and Target stores in the United States (Krispy Kreme Doughnuts, 2008). Globally, Loblaws superstores and Petro-Canada petrol stations in Canada do sell these commodities. In Australia they can be found in BP service stations and tour centers. Tesco superstores and Moto service stations deal in Krispy Kreme products in the United Kingdom.

The corporation’s expansion was stable before its first public offer but gains have dropped off in latest times. Growth began in the 50s decade, taking into account an early on shop in Savannah, GA and elsewhere in the south of the United States. By the 60s, Krispy Kreme was well-known all the way through the south east of the US. Growth into other regions then began.

The year 1976 marked a significant time in the corporation’s history as this was the time when it became an entirely owned ancillary of Beatrice Foods of Chicago, Illinois. In 1982 a cluster of franchisees bought the firm back from Beatrice Foods. Sometime in 2003 a test venture was carried out in California to vend donuts through car windows and sunroofs at a full of activity junction. Payments were to be made through wireless technology. Unfortunately the venture turned out to be unsuccessful.

In the early 2007 Krispy Kreme started vending whole glazed doughnuts in a bid to attract the health mindful. These ones contain 20 kilocalories and more fiber. The United States Food and Drug Administration authorized firms to truncate to 0 grams in nutrition contents marker even when the commodity hold as much as 0.5 grams or less. The corporation gained from this authorization in its marketing ventures, publicizing their products as having no trans fat.

After mid 2010 Krispy Kreme launched a doughnut that comprised the soft drink Cheerwine, which was to be vended in foodstuff shops in the larger Carolina in the month of July. The product was well-accepted.

Failures that hurt Krispy Kreme

What could be more ideal as compared to a Krispy Kreme donut? Straight from the pullet and sugared, the products are virtually alluring. In a period, Krispy Kreme’s stock appeared alluring as well. The time when the firm went public in 2000, at the height of the World Wide Web whirlwind, capitalists gathered to purchase into a venture they could identify with (The rise and fall of Krispy Kreme in New England, 2006). The firm had concrete basics, adjoining stores at a fast rate and exhibiting bit by bit rising vending and income.

However Krispy Kreme as well had an air of mystery. Its commodities, available for several years only in the Southeast, had caught the attention of a dedicated, even passionate client base. When the corporation decided to go national, it put up franchises in regions assured to spawn buzz. Some of these areas were Manhattan, Los Angeles, Las Vegas, among others.

Figures showed that Krispy Kreme was dealing almost $50 on the New York Stock Exchange by August 2003. This represented a 235 % growth from the first public offering value. The Fortune magazine is remembered for its categorization of the corporation as the hottest trademark in the land at the time. For the financial year ending early 2004 the firm had a staggering $94.7 million in operating turnover from its near 400 locations.

And then, just as speedily as its status grew, the firm set on an abrupt downhill spiral that may eventually end in insolvency. The corporation’s problems came out in May of 2004.

This was when the Chief Executive Officer Scott Livengood put fault on low-carbohydrate diet inclinations for the corporation’s first-ever missed quarter and first deprivation as a business (The rise and fall of Krispy Kreme in – Boston.com, 2009). That did not go down well with the analysts, as it came out that the CEO’s faulting of the Atkins diet for below par income implied that desperation was to an all high.

The Securities and Exchange Commission looked into the activities of the corporation later that year in July, focusing on the buybacks of a number of dealerships. As the stock value went down, stockholders filed suit. Franchisees claimed direct filling, alleging that some shops were receiving double their normal consignments in the closing weeks of a quarter so that headquarters could make its numbers.

Mean weekly sales, a vital trading gauge, went down even as the firm kept on totting stores. At the beginning of 2005, the company decided to reaffirm its financials for the larger part of 2004. Stephen Cooper took the CEO’s job from Livengood. In February of the same year the corporation stated that the US Attorney’s Office was to also get involved. This move strongly implied a probable unlawful delinquency. In April of the same year the new CEO propped up the enterprise by securing $225 million in new funding.

The firm publicized that it anticipated a loss for its most-up-to-date quarter, and cautioned shareholders against depending upon its put out financials for years 2001, 2002, 2003, and the first three quarters of 2004 and those of 2005. In the following month of May the firm still had not filed its reaffirmed financials, with its stocks trading at an all time low of $6. There are drawbacks in the franchise set up, and for this firm, by way of a blend of aspiration, insatiability, and ingenuousness managed to slip into a majority of them.

Aggressive Growth

From its modest initial stages in 1937 as a family-owned enterprise, Krispy Kreme bit by bit expanded its paw marks in the Southeast. The firm was sold to Beatrice Foods three years later after its founder passed away, as illustrated earlier in the introduction. Later on a collection of franchisees bought it back and in the more recent 90s, it began to project itself as a nationwide franchise.

When Krispy Kreme went public it experienced the usual huge demands, as is the case for all corporations that develop very rapidly and uphold expansion quarter after another. Sorry to say, this was not the form of venture that was going to uphold such form of incessant expansion (Krispy Kreme: Rise and fall of a doughnut empire – The Patriot, 2008). These are sentiments form Steven P. Clark who is a subordinate professor of economics at the University of North Carolina.

Krispy Kreme laid emphasis on expanding proceeds and gains at the primary-firm stage, at the same time as its outlets went through harsh times. Business experts argue that one can make a set up to expand really great even when given outlets are not gainful in actuality. They say that franchises are majorly affected by aspiration conflict. At the same time as the franchisor endeavors to get the most out of sales, and consequently enhance royalty gains, the franchise requires to capitalize on profits.

When a franchisor sets a market with ventures to augment its own expansion, the way Krispy Kreme did, it harms the set up in the long-term through compelling units to contend with one another. Experts give an example that can be followed in McDonald’s Corp, which has over time set the standard in franchising. Productivity has been expanded to individual units and new entrants are enthusiastic to get into the system and adhere to the firm’s strict working regulations.

The management failed to realize that one may add an extra unit in a market and grow their sales by 50 %, while at the same time he or she will have turned dealers in that investment from money-making to loss-making (The rise and fall of Krispy Kreme – Digg, 2008).

Analysts cite that Krispy Kreme had a close to 15% growth in second quarter proceeds from 2003 to 2004 financial period, however same-store sales grew a mere tenth of a percent in the same time. The proceeds went down as the additive quest of each new retail shop fell upon market saturation.


Sharing of markets with other units is just one of the letdowns for franchisees. Far and above the normal franchise charges and royalty fees, Krispy Kreme calls for franchisees to purchase paraphernalia and ingredients from center of operations at fixed costs. This tactic, while not new, has the possibility of hurting franchisees in the long-term. This has been one of the corporation’s pitfalls.

Opportunely, management experts have a way of dealing with such kind of a set up. Steve Hockett, an expert in pairing probable franchisees with franchisors, states that most flourishing franchise firms build their enterprise just about the royalty payment, as opposed to equipment sales.

With time, the mother company is more expected to triumph by bringing up cost-effective franchisees that can make royalty recompenses. Illustrations have been given from challengers in the same business as Krispy Kreme on how this has turned out to be successful. For instance, at Dunkin’ Donuts, they have a firm royalty flow that is founded exclusively on store sales (Krispy Kreme Doughnuts, 2008).

The corporation’s CEO asserts that this maintains the firm and franchisee sakes aligned. Krispy Kreme might have made a whopping $152.7 million from sales in 2003, which was 31 % of total sales that year. However, what is favorable for the franchisor is not necessarily the case for the franchisee. The elevated margin at which ingredients and paraphernalia are sold to franchisees has to go down for operations across the board to run smoothly.

Fudging the numbers

At the same time as Krispy Kreme chased its expansion policy, it was making bloopers in the finance section also. With the exception of the firm’s arrangement to fund a $35 million shuffling factory in Illinois with an off-balance-sheet synthetic let out, the firm’s bookkeeping appeared unremarkable until late 2003 (Krispy Kreme: Rise and fall of a doughnut empire – The Patriot, 2008). The firm did away with the Illinois plan in early 2002 as a result of the post-Enron distrusts.

A Fresh Start

Observers and management experts insist that the firm can recapture momentum and remain on an upward motion. It still holds much worth in its name and in its commodities. At the end of the day, the firm needs to go back to what inspired its remarkable expansion in the first place; truly first-rate donuts.

Reference List

Krispy Kreme Doughnuts. (2008). Retrieved from

Krispy Kreme: Rise and fall of a doughnut empire – The Patriot. (2008). Web.

The rise and fall of Krispy Kreme in – Boston.com. (2009). Retrieved from

The rise and fall of Krispy Kreme – Digg. (2008). Retrieved from

The rise and fall of Krispy Kreme in New England (2006). Retrieved from

This term paper on The rise and fall of Krispy Kreme doughnuts was written and submitted by your fellow student. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly.
Removal Request
If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda.
Request the removal

Need a custom Term Paper sample written from scratch by
professional specifically for you?

Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar
Writer online avatar

certified writers online

Cite This paper
Select a referencing style:


IvyPanda. (2019, September 10). The rise and fall of Krispy Kreme doughnuts. https://ivypanda.com/essays/the-rise-and-fall-of-krispy-kreme-doughnuts/


IvyPanda. (2019, September 10). The rise and fall of Krispy Kreme doughnuts. Retrieved from https://ivypanda.com/essays/the-rise-and-fall-of-krispy-kreme-doughnuts/

Work Cited

"The rise and fall of Krispy Kreme doughnuts." IvyPanda, 10 Sept. 2019, ivypanda.com/essays/the-rise-and-fall-of-krispy-kreme-doughnuts/.

1. IvyPanda. "The rise and fall of Krispy Kreme doughnuts." September 10, 2019. https://ivypanda.com/essays/the-rise-and-fall-of-krispy-kreme-doughnuts/.


IvyPanda. "The rise and fall of Krispy Kreme doughnuts." September 10, 2019. https://ivypanda.com/essays/the-rise-and-fall-of-krispy-kreme-doughnuts/.


IvyPanda. 2019. "The rise and fall of Krispy Kreme doughnuts." September 10, 2019. https://ivypanda.com/essays/the-rise-and-fall-of-krispy-kreme-doughnuts/.


IvyPanda. (2019) 'The rise and fall of Krispy Kreme doughnuts'. 10 September.

Powered by CiteTotal, free essay referencing maker
More related papers