Making Dough: The 12 Secret Ingredients of Krispy Kreme's Sweet Success - Hardcover

Über die Autorin bzw. den Autor

KIRK KAZANJIAN, a former television news anchor and business reporter, is the author of numerous business and personal finance books, including Value Investing with the Masters and Wizards of Wall Street. 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.

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Praise for Making Dough

"I was enchanted, intrigued, and fascinated by every page of this book. Kirk Kazanjian, Amy Joyner, and Dick Clark (yes, that Dick Clark) have done a masterful job of storytelling in Making Dough. The book is inspirational, enlightening, and just plain great reading. In fact, it s great reading with sprinkles on it. What a yummy 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 the company. Along the way, it will teach you how you can take a product that is seemingly counter-culture and turn it into an addictive 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! But as a fan of the product, it s interesting to read this business success story."
Vince Gill
Singer/Songwriter

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

"Take heart. You don t need a massive organization and a massive advertising budget to build a powerful brand. This interesting book by Kirk Kazanjian and Amy Joyner tells how Krispy Kreme did it on a shoestring."
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 love to know the secret ingredients of Krispy Kreme s sweet success. After all, it doesn t advertise, it is a revered member of the community, and it keeps growing like crazy. What an extraordinary business! Without doubt, you should pay attention to what Krispy Kreme is doing, especially if you want to prosper in today s competitive world."
From the Foreword by Dick Clark
Producer, Entertainer, and Krispy Kreme Franchisee

Aus dem Klappentext

Mention the words "Krispy Kreme" and people start licking their lips. The company inspires such loyal customer devotion that new store openings routinely cause traffic jams and attract widespread media attention.

More than six decades after the first doughnut was handed to a customer in Winston-Salem, North Carolina, Krispy Kreme has grown into one of the world s premier brands and most admired companies.

How has Krispy Kreme managed to build such a successful brand and business, especially since it spends almost no money on advertising? What does the future hold for this unique corporation? And what can other businesses do to emulate Krispy Kreme s amazing accomplishments?

You ll find the answers to all of these questions, and many more, in Making Dough: The 12 Secret Ingredients of Krispy Kreme s Sweet Success. Through exclusive insider interviews and colorful stories, you ll go behind the counter to learn how this phenomenal organization has successfully evolved and grown through the years. Each chapter thoroughly examines one key technique the company uses to pummel the competition, such as:

• Mixing great taste with show business by creating a theatrical atmosphere where customers can watch the whole doughnut-making process up close
• Picking its people wisely, subjecting both potential franchises and employees to a rigorous screening process
• Expanding its brand most recently with coffee while at the same time protecting the Krispy Kreme name
• Using guerrilla marketing tactics and low- or no-cost techniques to generate millions of dollars in free publicity
• Maintaining the highest product standards, and harnessing the power of technology in all aspects of its operations
• Giving back to the community, training and treating its employees well, continually building on its past successes, and keeping loyal fans coming back again and again

Filled with interesting anecdotes and fascinating facts, Making Dough tells the compelling true story of a company that has managed to maintain a wholesome, small-town image, while achieving phenomenal success through a mixture of customer loyalty, high product standards, technological advancements, and community involvement. Making Dough shows you how Krispy Kreme s delectable delights rose to the top and continue to tempt the world.