Cover image for Making dough : the 12 secret ingredients of Krispy Kreme's sweet success
Making dough : the 12 secret ingredients of Krispy Kreme's sweet success
Kazanjian, Kirk.
Personal Author:
Publication Information:
Hoboken, N.J. : John Wiley & Sons, [2004]

Physical Description:
xviii, 222 pages ; 24 cm
General Note:
"Published simultaneously in Canada."
Mix good taste with show business -- Be picky about your partners -- Make good use of your time and resources -- Expand and protect your brand -- Think big, but grow carefully -- Be a guerrilla marketer with a soft touch -- Maintain high standards -- Harness the power of technology -- Give back to the community -- Select, train, and treat your employees well -- Build on your success -- Keep them coming back -- Milestones in Krispy Kreme history.
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Call Number
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Item Holds
HD9057.U64 K755 2004 Adult Non-Fiction Central Closed Stacks

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Praise for Making Dough

"I was enchanted, intrigued, and fascinated by every page of thisbook. Kirk Kazanjian, Amy Joyner, and Dick Clark (yes, that DickClark) have done a masterful job of storytelling in Making Dough.The book is inspirational, enlightening, and just plain greatreading. In fact, it's great reading with sprinkles on it. What ayummy book!"
-Jay Conrad Levinson
Bestselling Author, Guerrilla Marketing series of books

"Krispy Kreme's success goes well beyond being a retail phenomenon.This book will show you what went on behind the scenes to build thecompany. Along the way, it will teach you how you can take aproduct that is seemingly counter-culture and turn it into anaddictive brand."
-Phil Lempert
Author, Being the Shopper and Today show food trends editor

"Words can't do justice to Krispy Kreme doughnuts-just eat one! Butas a fan of the product, it's interesting to read this businesssuccess story."
-Vince Gill

"You know what? You have absolutely no chance of starting the nextKrispy Kreme! But, the lessons they learned and the insight theyused to build their once-in-a-lifetime success are useful,practical, and powerful tactics that any business can benefitfrom."
-Seth Godin
Author, Purple Cow

"Take heart. You don't need a massive organization and a massiveadvertising budget to build a powerful brand. This interesting bookby Kirk Kazanjian and Amy Joyner tells how Krispy Kreme did it on ashoestring."
-Al Ries
Coauthor, The Fall of Advertising and the Rise of PR

"I think it's safe to say that just about every company would loveto know the secret ingredients of Krispy Kreme's sweet success.After all, it doesn't advertise, it is a revered member of thecommunity, and it keeps growing like crazy. What an extraordinarybusiness! Without doubt, you should pay attention to what KrispyKreme is doing, especially if you want to prosper in today'scompetitive world."
-From the Foreword by Dick Clark
Producer, Entertainer, and Krispy Kreme Franchisee

Author Notes

Kirk Kazanjian, a former television news anchor and business reporter, is the author of numerous business and personal finance books. He was previously the director of research and communications for several leading investment firms and has appeared on CNBC, CNN, Fox News Channel, and many other radio and TV stations across the country. He is also featured regularly in leading news and business publications
Amy Joyner is an award-winning business reporter for the News & Record in North Carolina. She is based in Greensboro, not far from Krispy Kreme's corporate headquarters. Joyner has been covering Krispy Kreme for many years and has interviewed all of the company's key players. A former Knight Center fellow, Joyner's stories have appeared in newspapers throughout the country

Reviews 3

Booklist Review

Kazanjian and Joyner, both business journalists, join forces to tell the story of Krispy Kreme, considered the world's premier doughnut company. Founded in 1937, the company today produces approximately 2 billion doughnuts annually through its 300 doughnut shops in the U.S and Canada and has plans for more international expansion. Interviewing executives, franchise owners, employees, and customers, the authors describe the culture of this remarkable company, which combines customer loyalty, valuing their employees, and commitment to their communities with quality product standards and technological innovation. Key initiatives that have led to the company's success include mixing good taste with show business, thinking big but growing carefully, and being guerrilla marketers with a soft touch. The management is determined to be very selective in choosing partners and has only 30 franchisees. The company's founder, Vernon Rudolph, now deceased, preached to his employees about meeting change with change and told them, We expect to remain on top. And so the company has. --Mary Whaley Copyright 2003 Booklist

Publisher's Weekly Review

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 customized 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.) (c) Copyright PWxyz, LLC. All rights reserved

Library Journal Review

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 (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Table of Contents

Forewordp. vii
Introductionp. xi
1 Mix Good Taste with Show Businessp. 1
2 Be Picky about Your Partnersp. 17
3 Make Good Use of Your Time and Resourcesp. 33
4 Expand and Protect Your Brandp. 47
5 Think Big, but Grow Carefullyp. 63
6 Be a Guerrilla Marketer with a Soft Touchp. 77
7 Maintain High Standardsp. 101
8 Harness the Power of Technologyp. 115
9 Give Back to the Communityp. 129
10 Select, Train, and Treat Your Employees Wellp. 147
11 Build on Your Successp. 163
12 Keep Them Coming Backp. 179
Milestones in Krispy Kreme Historyp. 195
Acknowledgmentsp. 207
Notesp. 209
Indexp. 217