Krispy Kreme lost its CFO and Vice Chairman yesterday, and the stock is still in the toilet, where it has been wallowing for the past three years. (W$J) The company is trying to execute a turnaround, but it's slow going. Two weeks ago, the company held the first conference call with investors in years, and the mere occurrence of that event was heralded as a significant marker in the progress of the turnaround plan. Still, my sense is that the problems at Krispy Kreme transcend financial scandals. The more fundamental concern is that people don't really like Krispy Kreme doughnuts that much anymore. It was fun while it lasted, but we have moved on. And that whole wheat thing is not going to bring back the magic.
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1. Posted by tRJ on April 25, 2007 @ 9:52 | Permalink
Krispy Kreme needs to rethink the whole standalone-donut-factory angle. While watching the process is mesmerizing, and while the availability of hot donuts is a real draw, the setup just doesn't work in all markets. The amount of space needed practically forces the franchise into the suburbs.
What they need to do is roll out smaller storefronts. Each market would have a classic factory-style location that serves as a hub. And that hub would service smaller locations in high density urban areas. Imagine a Krispy Kreme walk-up window on State Street. That would make a killing.
2. Posted by Cliff on April 25, 2007 @ 11:52 | Permalink
180 calories per whole wheat donut is their low cal offering? What diet freak would really go for a 180 calorie donut!?? Then again, America is the land of the 800 calorie burger and the super-sized diet cola...
The last time I ate a Krispy Kreme donut, I think I literally felt one of my arteries coagulate on the spot.
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