SWOT ANALYSIS OF KRISPY KREME:-

Strengths of Krispy Kreme:-

• Signature hot Original Glazed doughnut

• People know Krispy Kreme

• Hot light

• January 28,2007, 395 Store worldwide, of which 113 were owned, 282 were owned by
franchisees

Weaknesses of Krispy Kreme:-

• Not flexible – difficulties reordering when non-Hot light stores are sold out

• Franchisees close stores

• No other standout products (weak menu)

• Bad relations with franchisees (cost of equipment, packaging, ingredients, etc)

Corporate Structure (CEO retired)

Opportunities for Krispy Kreme:-

 • Reputation –Fundraising program has helped non-profit organizations raise millions of
dollars in needed funds

• Worldwide sales

• May steal back customers

• Untouched domestic locations

Threats to Krispy Kreme:-

• Dunkin’ Donuts, Tim Horton’s, Starbucks, and other National Chains/Specialty Eateries

• KK stores went up too fast

• Store locations too scattered

• Increasing cost of ingredients

• Increasing utility and fuel costs