Product details

Krispy Kreme is one of the leading brands serving the best quality doughnuts in America. Through their initiatives, Krispy Kreme is able to share joy and gratitude for the community. The COVID-19 pandemic has been an unprecedented situation for all of humanity. During these times it was difficult for every organisation to reach the wider audience for help and food. According to Forbes International report, Krispy Kreme had only 0.2% market share in 2020, which is very less as compared to its key competitors such as McDonald's (15.3%) and Starbucks (6.5%). Krispy Kreme is struggling to acquire market share from its competitors. Profitability margin of the company also shows its ranking below its QSR (Quick Service Restaurant) peer at only 4%. The company's balance sheet efficiency (invested capital turns) also ranks near the bottom of the group. The need of the hour is new market research, strategies and planning to target the wider customers by determining the different new locations for setup. The study will also throw light on the problems and criticism being faced by Krispy Kreme, and the strategies and plans which could be adopted to overcome it.