Krispy Kreme’s Secret Growth Recipe (It’s Not Paid Ads)
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On a midwinter Saturday at 3 p.m., customers shuffled into the lone Chicago-area Krispy Kreme location for a cup of coffee, a just-off-the-conveyor-belt-warm doughnut, or a box of treats for Sunday morning.
Among them was Dilyana Lagadinova, who drove a half hour from her suburban Glenview home to the Krispy Kreme in Elk Grove Village, Ill., to pick up a dozen. “It’s a trek, but I come here because it’s way better than Dunkin’ Donuts, and my mom loves them,” said Ms. Lagadinova.
She’s far from alone. The chain has a loyal fan base often willing to drive more than 30 minutes to one of its 240 U.S. shops for what CMO Dwayne Chambers calls a “kind of reward, a simple indulgence.” Krispy Kreme’s regular customers frequent the chain an average of one-and-a-half times a month.
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