October Fast Company Article  Final Article Summary by Carol A. Thesing

The King of Kreme by Charles Fishman, October issue, pg. 262-278.

The King of Kreme is an article about a doughnut facility, Krispy Kreme. It is located in Winston-Salem, North Carolina and sells over 3 million doughnuts a day in a multiple of facilities across the United States.

This article intrigued me for a number of reasons. One, I like food, especially fattening food, and two, I was wondering what Fast Company would do with this type of article. This was fun and interesting article.

The King of Kreme article tells of the facilities history which dates back to 1947. It also explains how technology and cutting edge business practices combine with techniques and even machinery from the past. I felt this is something that is forgotten sometimes in our world of rapid change. In my opinion, it is important to learn and take with us the important pieces from our past. We dont have to change everything!

Quality control and consistency is the utmost priority. All mixes, filling, frostings, boxes, fryers, and even stainless steel equipment come form the facility in North Carolina. Krispy Kreme is so obsessed with consistency that ingredients are tested before they are used. For an example, flour will be tested for moisture, protein, and ash. Wheat may vary from crop to crop but Krispy Kreme doughnuts will not.

Krispy Kreme doughnuts out sell Dunkin Donuts 10 to 1 with Dunkin Donuts having 24 times as many stores. Krispy Kreme doesnt formally advertise, so what makes them so successful?

Fishman states that the making of Krispy Kreme doughnuts are a blend of tradition and technology- one in service of the other. The original owner was quoted as saying, Its because of blood, sweat, and tears  just hard work. I think both of these have an impact but it is also because of having a good consistent product and a company with employees that are loyal to it.

When talking with others about this article, one person thought it was great to see hard work and perseverance paying off. She felt too many companies today are just in business for a fast, easy profit and then they get out.

Another person ask where he could find a Krispy Kreme doughnut because he wanted to make a taste test to determine if these doughnuts that are getting all the fame from movies stars really are that good. I thought that was a great idea and remember I said I like calorie laden food so I got on the internet at www.krispykreme.com to find out where the closest site would be. Unfortunately, there are no facilities in Minnesota yet. The closest state would be Iowa. The stores are also prevalent in the south and on both coasts. Krispy Kreme web site does have lots of information about the business and locations. You can also email with comments and questions. I havent figured out how to order via the net but when I do, how about sharing a doughnut with me?

-- Anonymous, October 25, 1999

Answers

Carol, Just the word "donut" sends me into a trance--I love just plain home made donuts! I enjoyed reading your article and have heard of the Krispie Kreme brand but have not sampled one (yet). I appreciate the art of baking and a company that values consistency and taste over profit as it sounds they do. I'm in for the donut order.

-- Anonymous, October 27, 1999

Carol and Susan,

I also am a donut lover and I propose that when we meet in Duluth we conduct an official cohort research project using those donuts that Carol orders for us via their website! Virtual donuts?

Just in case the virtual donuts are so virtual that there is no calories, we will no doubt be obligated to at least check out the competition! Maybe Mary Jean could prepare a map of donut shop locations in Duluth for us?

By the way, Carol, good article review too!

See ya 'round - (like a donut)

Todd

-- Anonymous, October 27, 1999