Making Dough: The 12 Secret Ingredients of Krispy Kreme's Sweet Success

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John Wiley & Sons, Mar 24, 2004 - Business & Economics - 240 pages
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Praise for Making Dough

"I was enchanted, intrigued, and fascinated by every page of this book. Kirk Kazanjian, Amy Joyner, and Dick Clark (yes, that Dick Clark) have done a masterful job of storytelling in Making Dough. The book is inspirational, enlightening, and just plain great reading. In fact, it's great reading with sprinkles on it. What a yummy book!"
-Jay Conrad Levinson
Bestselling Author, Guerrilla Marketing series of books

"Krispy Kreme's success goes well beyond being a retail phenomenon. This book will show you what went on behind the scenes to build the company. Along the way, it will teach you how you can take a product that is seemingly counter-culture and turn it into an addictive brand."
-Phil Lempert
Author, Being the Shopper and Today show food trends editor

"Words can't do justice to Krispy Kreme doughnuts-just eat one! But as a fan of the product, it's interesting to read this business success story."
-Vince Gill

"You know what? You have absolutely no chance of starting the next Krispy Kreme! But, the lessons they learned and the insight they used to build their once-in-a-lifetime success are useful, practical, and powerful tactics that any business can benefit from."
-Seth Godin
Author, Purple Cow

"Take heart. You don't need a massive organization and a massive advertising budget to build a powerful brand. This interesting book by Kirk Kazanjian and Amy Joyner tells how Krispy Kreme did it on a shoestring."
-Al Ries
Coauthor, The Fall of Advertising and the Rise of PR

"I think it's safe to say that just about every company would love to know the secret ingredients of Krispy Kreme's sweet success. After all, it doesn't advertise, it is a revered member of the community, and it keeps growing like crazy. What an extraordinary business! Without doubt, you should pay attention to what Krispy Kreme is doing, especially if you want to prosper in today's competitive world."
-From the Foreword by Dick Clark
Producer, Entertainer, and Krispy Kreme Franchisee

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Making dough: the 12 secret ingredients of Krispy Kreme's sweet success

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Customer loyalty plays a big role in the success of any company, and given that Krispy Kreme's fans are legion, it makes sense that Kazanjian (Value Investing with the Masters) and Joyner (News ... Read full review


1 Mix Good Taste with Show Business
2 Be Picky about Your Partners
3 Make Good Use of Your Time and Resources
4 Expand and Protect Your Brand
5 Think Big but Grow Carefully
6 Be a Guerrilla Marketer with a Soft Touch
7 Maintain High Standards
8 Harness the Power of Technology
10 Select Train and Treat Your Employees Well
11 Build on Your Success
12 Keep Them Coming Back
Milestones in Krispy Kreme History

9 Give Back to the Community

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About the author (2004)

KIRK KAZANJIAN, a former television news anchor and business reporter, is the author of numerous business and personal finance books, including Value Investing with the Masters and Wizards of Wall Street. He was previously the director of research and communications for several leading investment firms and has appeared on CNBC, CNN, Fox News Channel, and many other radio and TV stations across the country. He is also featured regularly in leading news and business publications.
AMY JOYNER is an award-winning business reporter for the News & Record in North Carolina. She is based in Greensboro, not far from Krispy Kreme’s corporate headquarters. Joyner has been covering Krispy Kreme for many years and has interviewed all of the company’s key players. A former Knight Center fellow, Joyner’s stories have appeared in newspapers throughout the country.

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