KKD seeks to appeal to everyone in their mission to slowly take on the fresh pastry market. Krispy Kreme is not one to limit a target of the public. According to Holland (2003), the company is equally loved by 5-year-olds and 75-year-olds alike. They are also enjoyed by whites, blacks, Asians, and Hispanics. New Englanders and Southerners love them as well as Californians and New Yorkers. Race is definitely not an issue. Only three types of people claim that they do not like Krispy Kreme: nutritionists, Dunkin’ Donuts franchisees, and compulsive liars.
Stan Parker, senior VP-marketing, says “no one looks at Krispy Kreme as a replacement for lunch or dinner. It’s a complement” (MacArthur, 2003). Krispy Kreme wishes not to be a fast food business or another doughnut store.
President and Chief Executive of KremeKo, insures the public that they think long and hard before the considering expansion. He said, “Krispy Kreme doughnuts...