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 (5/14)
|Jackie W.||Chief Marketing Officer||NC|
Sample of Associated Brands
|Michael T.||President & Chief Executive Officer||NC|
|Eric M.||Vice President, Global Strategic Sourcing||NC|
|Mark L.||Vice President & General Manager, Consumer Packaged Goods||NC|
|Alison H.||Vice President, Global Research, Development & Brand Innovation||NC|
|Krispy Kreme Doughnuts, Inc.||******|
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Score 61: On the Brink – Krispy Kreme taps General Mills media vet as new CMO
Subject: outdoor, digital, print, social media, grassroots, event marketing
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. Earlier this month, it was announced that KK would be bought by JAB Holdings (more here). Note that KK will continue to operate out of Winston-Salem.
Opportunity: KK has filled the CMO vacancy created when Dwayne Chambers left the chain in November to become CMO of PF Chang’s (more here). Jackie Woodward, VP of global media for General Mills, will become KK’s CMO. In March, we told you about KK’s CEO Tony Thompson’s pronouncement that KK needs “to become a more marketing-driven company” and transition from “good to great” in this area. Therefore, expect Woodward to to begin a new hot marketing strategy now.
Sellers – KK’s marketing has been all over the map in recent years, and focus had long been on digital , local, social and experiential/grassroots events. However, a new CMO and Thompson’s assessment of the company’s current marketing practices signals increases in digital and, perhaps, more traditional media spend. 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).
Agency readers - 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. While this relationship is still very new, Woodward will certainly examine it.
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.
Digital Breakdown: So far in 2016, KK has run 26 display ads on 63 publishers (2% mobile; 17% site direct). Top ad destinations this year have inlcuded hickoryrecord.com, msn.com, wikia.com, thetimes-tribune.com and freeformatter.com. No high impact or video ads have been run yet this year. Most of KK’s ads run across news and education sites and the most ads were run in January and February.
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).
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
Chief Marketing Officer (Hasn’t officially started yet)
Vice President, Global Digital, Social & Beverage Strategies
Direct Dial: (336) 725-2981 ext. 8970