US$1.35 billion for a doughnut chain In 2016, the world’s largest doughnut chain, Krispy Kreme sold for US$1.35 billion or US$21 a share. This sale price reflects the amazing success of Krispy Kreme since it was established in North Carolina in 1937. Krispy Kreme now operates from 975 locations across 20 countries around the world […]

US$1.35 billion for a doughnut chain In 2016, the world’s largest doughnut chain, Krispy Kreme sold for US$1.35 billion or US$21 a share. This sale price reflects the amazing success of Krispy Kreme since it was established in North Carolina in 1937. Krispy Kreme now operates from 975 locations across 20 countries around the world and generates revenues of some US$887 million dollars – which while down from its peak of US$1070 in 2005, remains substantial. The fact that selling doughnuts can generate this much revenue is amazing. The fact that this revenue can be achieved without advertising will surprise many.The world’s largest doughnut brand – Krispy Kreme – has no advertising budget. It relies entirely on its brand to drive customers into the store and its product to delight customers in order to maximise repeat business and referral rates. Krispy Kreme understands the core principle that creating a great…