Krispy Kreme Doughnuts, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Krispy Kreme Doughnut, Inc is an international chain of doughnut stores based in Winston-Salem, NC. In addition to the doughnut shops, varieties of Krispy Kreme products are carried in many grocery stores, convenience stores, and gas stations.
|Main Telephone||(336) 725-2981|
|Main Fax||(336) 733-3794|
Krispy Kreme Doughnuts, Inc. ContactsContacts (5/15)
|Jackie W.||Chief Marketing Officer||NC|
Sample of Associated Brands
|Tony T.||President & Chief Executive Officer||NC|
|Eric M.||Vice President, Global Strategic Sourcing||NC|
|Mark L.||Vice President, Marketing, Licensing & Consumer Packaged Goods||NC|
|Alison H.||Vice President, Brand Development||NC|
|Krispy Kreme Doughnuts, Inc.||******|
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Millennial Engagement Opps: Krispy Kreme adds Baldwin& as AOR, still searching for new CMO (Score 44)
Subject: outdoor, digital, print
Company: Winmo), international chain of doughnut stores based in Winston-Salem, NC, and owner of a red light even your mother would approve of. Krispy Kreme has around 250 locations, mainly in the Southeast and Calif.
Update (4/28): We now know that Baldwin& was hired as KK’s AOR in January. As part of its work, the shop is designing a number of new doughnut boxes for the chain. The first of these new designs is a limited run, comic book-style box for KK’s SuperHero Day promotion (4/28), and upcoming boxes include Halloween and “Talk Like a Pirate Day.” Baldwin& was approached by KK, according to creative director Bob Ranew, and the pitch process took around four months – meaning the shop was hired while KK’s former CMO, Dwayne Chambers. was departing the company.
Ranew told Triangle Business Journal that the shop is also tasked with “a lot of other stuff that we probably can’t mention right now.” We’re still trying to nail down exactly what the scope of Baldwin&’s assignment is, but when we find out more, we will let you know. Sellers – KK is looking “to become a more marketing-driven company,” so be on the lookout for campaigns later in the year (and especially around holidays).
Read more about KK’s marketing plans and search for a new CMO below.
Originally published on 3/23:
Opportunity: In the Q4 earnings call, CEO Tony Thompson said the search for a new CMO is underway. Dwayne Chambers, who was KK's CMO for five years, left in November to become CMO of PF Chang's (more here). While a replacement is still being vetted, Thompson did say that KK needs “to become a more marketing-driven company” and transition from “good to great” in this area. Therefore, once a marketer is chosen, there will likely be a noticeable shift is marketing/advertising strategy. Sellers and agency readers, here in lies the opportunity.
Last year, KK pulled marketing in-house (morehere). During the call, Thompson pointed out that KK “does not have the biggest budget,” but is not fully leveraging its “incredible brand.”
Currently, the company is working on growing guest engagement through loyalty, mobile, digital and social media. While details about a new marketing strategy were not divulged, it wouldn't be surprising if KK begins testing traditional media under a new CMO. This should open up additional work for martech readers, as well.
Digital Breakdown: Per Moat, KK ran 50 display ads on 172 publishers last year (14% mobile). Top ad destinations included wunderground.com, hickoryrecord.com, foodnetwork.com, k103.com, cookingchanneltv.com (46% placed site direct versus programmatic). KK also ran five high impact ads and one video ad in 2015 (on Orlando Sentinel, Food Network, HGTV and Richmond-Times Dispatch).
This is a large increase over 2014, when only six display and four high impact ads were run on five publishers (20% mobile; 91% placed site direct).
So far in 2016, KK has run 17 display ads on 37 publishers (3% mobile; 18% site direct). For the same period 2015 (Jan. 1 to March 20), only two display ads were run on seven publishers, so it seems as if digital display buys for 2016 will be far above 2015. While there was a spike in display presence in May 2015, KK has run ads fairly frequently since then (there was another, much smaller spike in Dec. 2015).
Competitors: CEO Anthony Thompson said during the Q3 2015 call (in Dec.) that the biggest surprise of his first six months on the job was that Krispy Kreme has as many customers after 2 p.m. as it does before 2 p.m., so the doughnut chain really isn't competing head-to-head with breakfast chains. “Consumer demand for [Krispy Kreme],” he said, “is not limited to any specific day part, and … that is a big advantage in a competitive environment that is heavily focused on breakfast.”
While Krispy Kreme doesn't see itself as direct competition to anyone, per se, Dunkin' Donuts, which is a much larger chain, presents the highest level of competition. Because of geography, there isn't much overlap in Dunkin' Donuts' and Krispy Kreme's footprints; however, both are expanding rapidly.
370 Knollwood St.
Winston Salem, NC 27102
Vice President, Brand Development
Vice President, Global Digital, Social & Beverage Strategies
Direct Dial: (336) 725-2981 ext. 8970