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Krispy Kreme Doughnuts, Inc
형태Public (NYSE: KKD)
창립July 13, 1937
산업 분야Restaurant
본사 소재지Winston-Salem, North Carolina, United States
핵심 인물
James Morgan, Chairman/CEO
제품Doughnuts
Sausage Rolls
Soft drinks
Hot Drinks
매출액362 million USD (2011)
7.6 million USD (2011)
종업원 수
4000, 2011)[1]
웹사이트krispykreme.com

Krispy Kreme is a doughnut company founded in July 13, 1937. Krispy Kreme founder Vernon Rudolph bought a secret yeast-raised recipe from a New Orleans chef, rented a building in what is now historic Old Salem in Winston-Salem, NC, and began selling to local grocery stores.[2]

Products are sold in Krispy Kreme stores, grocery stores, convenience stores, gas stations, Wal-Mart and Target stores in the United States. Internationally, Loblaws supermarkets and Petro-Canada gas stations in Canada along with BP Service Stations and BP Travel Centres and Seven Eleven in Australia carry Krispy Kreme. In the United Kingdom Tesco supermarkets, Tesco Extra and most service stations carry Krispy Kreme products.[3] The company's growth was steady prior to its initial public offering but profits have decreased in recent quarters. However, the company has seen growth in Center City Philadelphia, and has opened new locations there and in other areas.[4]

History

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틀:Refimprove section

 
Krispy Kreme delivery truck, circa 1939
 
Krispy Kreme Doughnuts

Krispy Kreme's founder Vernon Rudolph and his uncle purchased Joseph LeBeouf's donut shop on Broad Street in Paducah, Kentucky along with a secret recipe for yeast-raised doughnuts in 1933 acquired from a New Orleans French Chef. Rudolph began selling the yeast doughnuts in Paducah and delivered them on his bicycle. The operation was moved to Nashville, Tennessee and other family members joined to meet the customer demand. Rudolph sold his interest in the Nashville store in 1937 and opened a doughnut shop in Winston-Salem, North Carolina selling to grocery stores 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.

Expansion occurred in the 1950s, including an early store in Savannah, Georgia. By the 1960s, Krispy Kreme was known throughout the Southeast, 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. The headquarters for Krispy Kreme remained in Winston-Salem.

A group of franchisees purchased the corporation back from Beatrice Foods in 1982.

 
An assortment of doughnuts on display in a shop in Washington, D.C.

Growth

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Krispy Kreme donuts being prepared (high quality)

Krispy Kreme began another phase of rapid expansion in the 1990s, 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. in Mississauga, Ontario, Canada, just outside Toronto.[5] Since 2004, Krispy Kreme has rapidly expanded its international operations.

IPO and accounting scandals

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On April 5, 2000, the corporation went public on the NASDAQ at $21 using the ticker symbol KREM.[6] On May 17, 2001, Krispy Kreme switched to the New York Stock Exchange, with the ticker symbol KKD, which is its current symbol. The stock reached what would be its all-time high of $50 on the New York Stock Exchange in August 2003, a gain of 235 percent from its IPO price. For the fiscal year ended in February 2004, the company reported sales of $665.6 million and operating profits of $94.7 million from almost 400 stores (including international locations). The market initially considered the company as having "solid fundamentals, adding stores at a rapid clip and showing steadily increasing sales and earnings." [7] Since then it had lost 75-80% of its value by 2005, amid earnings declines, as well as an SEC investigation over the company's alleged improper accounting practices.[8]

In May 2004, the company missed quarterly estimates for the first time and suffered its first loss as a public company. Chairman and CEO Scott Livengood attributed the poor results to the low-carbohydrate diet craze. This explanation was viewed with skepticism by analysts, as "blaming the Atkins diet for disappointing earnings carried a whiff of desperation",[7] and as rival donut chain Dunkin' Donuts has not suffered from the low-carb trend over the same compared period.[9]

Analysts suggested that Livengood had expanded the chain too rapidly after the IPO, which concentrated certain markets with too many stores.[9] While this approach initially grew revenues and profits at the parent-company level, due to royalty payments from new franchisees, which also increased sales, this reduced the profitability of individual franchisees in the long run as they were forced to compete with one another. For the 2003-04 fiscal year, while the parent enjoyed a 15 percent increase in second-quarter revenues, same-store sales increased only a tenth of a percent during that time. By contrast, McDonald's focused on profitability at the franchise level. Krispy Kreme also had supermarkets and gas stations carry their donuts, which soon contributed up to half of the chain's sales, creating further market saturation as well as increasing competition to its franchisees. All this expansion devalued Krispy Kreme brand's novelty, by making the once-specialty donuts ubiquitous, particularly as the newer sales outlets required pre-made donuts as opposed to the ones made fresh in factory stores, which alienated brand devotees.[7]

Besides royalty payments from new stores, the parent company also enjoyed significant profits by requiring franchisees to purchase mix and doughnut-making equipment from the parent's Krispy Kreme Manufacturing and Distribution (KKM&D) division. KKM&D earned $152.7 million in 2003, which made up 31 percent of sales, with a reported operating margin of 20 percent or higher, but these mark-ups were largely at the expense of its franchisees. By comparison, rival chain Dunkin' Donuts generally avoids selling equipment or materials to its franchisees which "keeps company and franchisee interests aligned", as well as having a royalty stream based on same-store sales.[7]

Krispy Kreme has been accused of channel stuffing by franchisees, whose stores reportedly "received twice their regular shipments in the final weeks of a quarter so that headquarters could make its numbers".[7] The company was also dogged by questionable transactions and self-dealing accusations over the buybacks of franchisees, including those operated by company insiders.[9] A report released in August 2005 singled out then-CEO Scott Livengood and then-COO John W. Tate to blame for the accounting scandals although it did not find that the executives committed intentional fraud.[10]

In 2003, a pilot project in Mountain View, California, to sell doughnuts through car windows and sunroofs at a busy intersection (with wireless payment) failed.

Management shuffle

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On January 18, 2005, Krispy Kreme announced Stephen Cooper, chairman of financial consulting group Kroll Zolfo Cooper LLC, as interim CEO, succeeding Scott Livengood who retired as chairman, president, CEO and a director. The company also named Steven Panagos, a managing director of Kroll Zolfo, as president and COO.[11]

A turnaround plan in December 2005 aimed to close unprofitable stores in order to avoid bankruptcy.[7][12]

New offerings

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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.[13]

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 84 kJ (20 kilocalories in most countries, or 20 Calories in the US) fewer than the original glazed (754 kJ vs. 837 kJ) and contains more fiber (2 grams vs. 0.5 grams). As of January 2008, the trans fat content of all Krispy Kreme doughnuts was reduced to 0.5 of a gram or less. The U.S. Food and Drug Administration, in its guidelines, allows 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 rule in its subsequent advertising campaign, touting its doughnuts as "trans fat free" and having "0 grams trans fat!".[14]

On July 1, 2010, Krispy Kreme introduced a doughnut that included the soft drink Cheerwine, which was to be sold in grocery stores in North and South Carolina during July.[15] The doughnuts proved so popular the Salisbury, North Carolina Krispy Kreme location, in the town where Cheerwine is made, sold them as well,[16] and after July 31, this was the only place to get them.[17] The Cheerwine Kreme doughnut returned for July 2011 and made its debut in Tennessee and Roanoke, Virginia.[18]

Also in 2010, Krispy Kreme Express, a delivery service for businesses, began testing at the Battleground Avenue location in Greensboro, North Carolina.[19]

International operations

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Krispy Kreme store in Portsmouth, England
  이 부분의 본문은 Krispy Kreme operations by country입니다.

The first Krispy Kreme store to open outside North America was in Penrith, Australia, in Sydney.[20] At first the operation was successful, opening 53 other stores around the country.[21] 틀:Verify credibility However as of November 1, 2010 the entire Australian division went into voluntary administration, with media reports attributing this to poor sales.[22] They have since come out of administration as of December 2010, and continued trading, with fewer stores.[출처 필요] Besides the stores that Krispy Kreme operate in the United States and Canada, there are also locations in the United Kingdom, Australia, Lebanon, Turkey, Dominican Republic, Kuwait, Mexico, Puerto Rico, South Korea, Malaysia, Thailand, Indonesia, the Philippines, Japan, China, the United Arab Emirates, Qatar, Saudi Arabia, Bahrain[23] Hong Kong (2006–2008), and Ethiopia.[출처 필요]

In August 2011, Krispy Kreme's Japan operation planned to increase the number of stores from 21 to 94, and its Mexico operation announced the number of stores would increase from 58 to 128 in five years. In the United Kingdom, Krispy Kreme continues its expansion and has plans and funding in place to open further stores in 2012.

Krispy Kreme, through franchisee Citymax Hotels India Ltd., opened its first store in India on 19 January 2013 in Bangalore, Karnataka.[24][25][26][27]

References

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  1. ↑ “Company Profile for Krispy Kreme Doughnuts Inc (KKD)”. 2008년 10월 3일에 확인함. 
  2. ↑ “Krispy Kreme - About Us”. 
  3. ↑ “Bristol's Krispy Kreme sells 19,000 doughnuts a day”. Evening Post. 2010년 8월 14일. 2011년 2월 5일에 확인함. 
  4. ↑ “Krispy Kreme Doughnuts Inc. (KKD) Income statement”. Yahoo! Finance. 2006년 12월 16일. 2006년 12월 16일에 확인함. 
  5. ↑ “Krispy Kreme Canada Trial Tests Private-Equity Disclosure Rules”. 《Bloomberg》. 2009년 4월 13일. 
  6. ↑ [1][깨진 링크]
  7. ↑ 가 나 다 라 마 바 “Kremed!”. CFO.com. 2005년 6월 1일. 2012년 8월 9일에 확인함. 
  8. ↑ “The Holes in a Krispy Kreme Rally”. Businessweek. 2012년 8월 9일에 확인함. 
  9. ↑ 가 나 다 “Scott Livengood”. Businessweek. 2005년 1월 9일. 2012년 8월 9일에 확인함. 
  10. ↑ Warner, Melanie (2005년 8월 11일). “Report Details Some Failures That Hurt Krispy Kreme”. 《The New York Times》. 
  11. ↑ “Krispy Kreme CEO departs”. 2005년 1월 18일. 
  12. ↑ Tosczak, Mark (2006년 1월 2일). “Slim down or melt down? Issues loom at Krispy Kreme”. 
  13. ↑ “Krispy Kreme using TV, radio to sell treats”. MSN. 
  14. ↑ “Krispy Kreme's Entire Menu: Zero Grams Trans Fat”. Reuters. 2008년 1월 7일. 
  15. ↑ Smith, Shelley (2010년 7월 1일). “Cheerwine filled doughnuts are a hit”. 《Salisbury Post》. 2010년 7월 17일에 확인함. 
  16. ↑ Smith, Shelley (2010년 7월 2일). “Cheerwine doughnuts now at Krispy Kreme”. 《Salisbury Post》. 2010년 7월 17일에 확인함. 
  17. ↑ Jenkins, Scott (2010년 7월 31일). “Cheerwine doughnut now only in Salisbury”. 《Salisbury Post》. 2010년 7월 31일에 확인함. 
  18. ↑ “Cheerwine Krispy Kremes return”. 《Salisbury Post》. 2011년 6월 30일. 2011년 7월 1일에 확인함. 
  19. ↑ Craver, Richard (2010년 11월 22일). “Krispy Kreme tests doughnut-delivery service”. 《Winston-Salem Journal》. 2010-11=23에 확인함. 
  20. ↑ American Krispy Kreme says PR is way to Australian stomachs B&T online March 7, 2007.
  21. ↑ Krispy Kreme Australia placed into administration Dynamic Business 1 November 2010.
  22. ↑ Zappone, Chris (2010년 11월 1일). “D'ough! Krispy Kreme going bust”. Melbourne: The Age newspaper. 
  23. ↑ “Krispy Kreme announces international expansion plans”. 《News & Record》. Associated Press. 2011년 10월 18일. 2011년 10월 18일에 확인함. 
  24. ↑ Bangalore, Jan 16, 2013, (IANS): (2013년 1월 16일). “Krispy Kreme enters India”. Deccanherald.com. 2013년 3월 3일에 확인함. 
  25. ↑ “US doughnut major Krispy Kreme forays into India”. Hindustan Times. 2013년 1월 16일. 2013년 3월 3일에 확인함. 
  26. ↑ Our Bureau. “Business Line : Industry & Economy / Marketing : Krispy Kreme launched in Bangalore”. Thehindubusinessline.com. 2013년 3월 3일에 확인함. 
  27. ↑ “Krispy Kreme India :: Home”. Krispykremeindia.in. 2013년 3월 3일에 확인함. 
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