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분야
ppt2.Line Process
3.Expected/Actual effects
4.Service Process
5.Conclusion
leading branded retailer and wholesaler
of high-quality doughnuts
O ffer 20 varieties of doughnuts with coffee
and other beverages
2 96 KrispyKreme stores around the world
P artnership with Bubel/Aiken Foundation
D onate $500,000 to the International Storytelling Center
The factory store model goes back to the very first Krispy Kreme, established in Winston Salem, N.C., in 1937.
The founder, Vernon Rudolph,
originally set up a doughnut distribution factory without a storefront,
but customers kept dropping by asking for hot doughnuts.
He built a window into the factory wall and started selling doughnuts
fresh off the line.
Considering Waiting time - 'Hot Doughnuts Now' Strategy
Switching on neon-sign
→ showing a movie in doughnut theater and customers can get a free sample doughnut
→ the time when the waiting time is relatively long
Switching off neon-sign
→ focus on selling a package
→ the time when the waiting time is relatively short
During 3months from opening, stores always switch on neon-sign
→ give a free sample doughnut to all visiting customers
→ find new customers, potential customers
Showing a movie in doughnut theater and free sample doughnut
→ long waiting time does not cause customers’ dissatisfaction
