Rudolph sold his interest in the Nashville store and in 1938 opened a doughnut shop in Winston-Salem, and began selling to groceries and then directly to individual customers. The first store in North Carolina was located in a rented building on South Main Street in Winston-Salem in what is now called historic Old Salem. The Krispy Kreme logo was designed by Benny Dinkins, a local architect. By the 1960s, Krispy Kreme was known throughout the southeastern United States, and it began to expand into other areas. In 1976, Krispy-Kreme Doughnut Corporation became a wholly owned subsidiary of Beatrice Foods of Chicago, Illinois.
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The headquarters for Krispy Kreme remained in Winston-Salem. In2003, a pilot project in Mountain View, California, to sell doughnuts through car windows and sunroofs at a busy intersection (with wireless payment) failed. On February 19, 2007, Krispy Kreme began selling the Whole Wheat Glazed doughnut in an attempt to appeal to the health conscious. The doughnut has twenty Calories fewer than the original glazed (180 vs. 200) and contains more fiber (2 grams vs. 0. 5 grams). As of January 2008, the trans-fat content of all KrispyKreme doughnuts was reduced to 0. 5 of a gram or less. The U.
S. Food and Drug Administration, in its guidelines, allow companies to round down to 0 g in its nutrition facts label even if the food contains as much as 0. 5 of a gram per serving. Krispy Kreme benefited from this regulatory loophole in its subsequent advertising campaign, touting its doughnuts as “trans- fat free” and having “0 grams trans-fat! ”Krispy Kreme began another phase of rapid expansion in the 1990’s; opening stores outside the southeastern United States where most of their stores were located. Then, in December 2001, Krispy Kreme opened its first store outside the U. S. n Mississauga, Ontario, Canada, just outside Toronto. Since 2004, Krispy Kreme has rapidly expanded its international operations. On April 5, 2000, the corporation went public on the NASDAQ using the ticker symbol KREM. On May 17, 2001, Krispy Kremes switched to the New York Stock Exchange, with the ticker symbol KKD, which is its current symbol. On January 18, 2005, Krispy Kreme announced Stephen Cooper, chairman of financial consulting group Kroll Zolfo Cooper LLC, as interim CEO. Cooper replaces Scott Liven good, who the company said has retired as chairman, president, CEO and a director.
The company also named Steven Panagos, a managing director of Kroll Zolfo, as president and COO. Although based on informal advertising such as word-of-mouth, in 2006, Krispy Kreme moved into television and radio advertisements, beginning with its “Share the Love” campaign with heart-shaped doughnuts. MISSION To touch and enhance lives through the joy that is Krispy Kreme. VISSION To be the worldwide leader in sharing delicious tastes and creating joyful memories. VALUES Consumers are our lifeblood, the center of the doughnut There is no substitute for quality in our service to consumers * Impeccable presentation is critical wherever Krispy Kreme is sold * We must produce a collaborative team effort that is unexcelled * We must cast the best possible image in all that we do * We must never settle for “second best;” we deliver on our commitments * We must coach our team to ever-better results II- STATEMENT OF THE OBJECTIVES To eliminate unprofitable stores, and to determine what the best strategies must be apply on their problems and future problems that may arise. III- CENTRAL PROBLEM
