From Publishers Weekly
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. Copyright 2003 Reed Business Information, Inc.


From Booklist
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 © American Library Association. All rights reserved


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 customize 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.) (Publishers Weekly, August 18, 2003)

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 (Library Journal, September 1, 2003)


Review
"...an enjoyable profile of one of America's most loved companies." (Publishers Weekly, August 18, 2003)

"Recommended for all libraries." (Library Journal, September 1, 2003)


Book Description
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


Download Description
The story behind America’s favorite doughnut company and its astounding rise to the top Mention Krispy Kreme and people start licking their lips. Almost everyone has either tasted the company’s products or heard about the "secret" recipes involved in making the doughnuts. Making Dough tells the amazing story of Krispy Kreme doughnuts, and reveals the twelve secrets of the company’s incredible success. The book traces the history of Krispy Kreme from its inception in 1937 to its present status as an international icon. 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 carefully chosen business strategies and alliances. Through interviews with Krispy Kreme executives, franchise owners, employees, and even diehard fans, readers will go behind the counter to learn how a mixture of customer loyalty, high product standards, technological advancements, and community involvement has become a winning business recipe for this popular company. Kirk Kazanjian (Mountain View, CA) is the author of more than fifteen business and personal finance books. A former award-winning television news anchor and reporter, he appears regularly on CNBC, CNN, and Bloomberg TV, and has been featured in a variety of leading publications, including USA Today, BusinessWeek, and Barron’s. Amy Joyner (Greensboro, NC) is an award-winning business reporter for the News & Record in North Carolina. She has been covering Krispy Kreme for several years, and has been eating the company’s doughnuts her entire life. A former Knight Center fellow, Joyner’s stories have appeared in newspapers around the country.


From the Inside Flap
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.


From the Back Cover
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


About the Author
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.

FROM THE PUBLISHER

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.

SYNOPSIS

Krispy Kreme franchisee-entertainer Dick Clark writes that these popular doughnut shops evoke "...the good old days of innocence when you spoiled yourself with a treat every now and then." Drawing on interviews, and providing a milestones timeline, two business reporters track the 65-year-old company's keys to success beyond nostalgia. Annotation ©2004 Book News, Inc., Portland, OR

FROM THE CRITICS

Publishers Weekly

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.) Copyright 2003 Reed Business Information.

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