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 Hortons, 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