Defensive Design for the Web: How To Improve Error Messages, Help, Forms, and Other Crisis Points
Available Now ($16.99)
Subscribe to our free newsletter and receive updates on 37signals' latest projects, research, announcements, and more (about one email per month).
Looks like the darling of just a couple of years ago is experiencing a reversal of fortune. Krispy Kreme, the company and stock everyone thought was a sure bet (I mean, come on, this is fat America and we love our donuts), is turning out to be a dud.
Atkins definitely hurt, but I think it’s more than that. The article suggests:
Some investors have also said company expanded too quickly and that its doughnuts lost some of their cache once they were sold in places like supermarkets and convenience stores.
I think that’s a big part of it. By putting their prepackaged donuts in supermarkets, airports, and convenience stores, they’ve really hurt their brand. They’re unable to control the experience anymore. Anyone who’s been to a KK store knows the magic is in the hot donut. But, when they are prepackaged and left to sit on a supermarket display they just lose their luster. And that definitely hurts their brand. The “DAMN these are good donuts” response turns to “Umm, I remember these being better.” And that’s not the response you want.
I sure hope they can stage a comeback, cause their “concept” is genius (hot tasty donuts you can watch being made on a fascinating machine — how American is that?!), but as a corporation they definitely need to go on a diet before they’re back in shape.