Krispy Kreme: Strategic Analysis of Vision, Mission, and Objectives

This essay provides an analysis of Krispy Kreme Doughnuts, Inc.'s vision, mission, and objectives. Founded in 1937, Krispy Kreme aims to be a global leader in the doughnut industry. The essay examines the company's vision statement, which focuses on delivering delicious tastes and creating joyful memories, and its mission statement, which aims to enhance lives through the joy of Krispy Kreme. The analysis suggests that while the vision is clear, the mission statement lacks specific details. The essay also outlines the company's objectives for global growth, technology integration, menu improvement, and brand value maximization, concluding that Krispy Kreme is working on enhancing its already established brand to achieve its vision.

Running head: KRISPY KREME: VISION, MISSION AND OBJECTIVES
Krispy Kreme: Vision, Mission and Objectives
Name of Student
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KRISPY KREME: VISION, MISSION AND OBJECTIVES
Table of Contents
Introduction......................................................................................................................................2
Company Vision..............................................................................................................................2
Company Mission............................................................................................................................2
Company Objectives........................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

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KRISPY KREME: VISION, MISSION AND OBJECTIVES
Introduction
Founded on July 13, 1937, Krispy Kreme Doughnuts, Inc. is a restaurant chain serving
doughnuts and coffee in USA. It was founded by Vernon Rudolph after he bought a yeast based
recipe from a Chef from New Orleans. Initially the company had planned to sell its doughnuts to
the local markets however it soon changed tracks to open its very first bakery (Thompson, 2016).
It is based in Winston-Salem of North Carolina and has over 1000 shops in and outside USA
today.
Company Vision
The company had undergone a rapid expansion in the 1950s making it successful across
the South Eastern USA. It experienced further expansion during the 1990s which led to it
expanding its business even outside the US, during which it went public (Thompson, 2016).
Despite the ensuing period of downfall which led to the company being privatised again under
JAB Holdings in 2016, its vision remains that of being a global leader as a producer of
doughnuts which are of high quality as it continues to strive towards that goal. A vision
statement stands for the position that the company envisions itself to reach in the future. It
influences each of its decisions and action, so that the organization could achieve that set goal
(Braun et al., 2012). Krispy Kreme’s vision states, “Our vision is to be the worldwide leader in
sharing delicious tastes and creating joyful memories” (Krispy Kreme, 2018).It speaks of being a
global leader in serving and pleasing its customers by ensuring good service and quality food.
Company Mission
According to Krispy Kreme its mission is, “To touch and enhance lives through the joy
that is Krispy Kreme” (Krispy Kreme, 2018). The Mission statement is one that ideally lays

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KRISPY KREME: VISION, MISSION AND OBJECTIVES
down the details of the vision of the company. It breaks down the vision to specific goals which
together form the vision (Braun et al., 2012). The mission statement for Krispy Kreme however
presents a very general idea and fails to specifically explain the details of how to approach the
goals laid down by the vision statement. It leads to a lack of cohesive organizational
understanding with regard to how to “enhance lives” through “Krispy Kreme” given the
subjective and ambiguous nature of the statement. Therefore it leads one to suspect of a
vulnerability in the organization with regard to a well-rounded approach to its operations.
Company Objectives
The annual report of 2016 laid down the objectives of the company to comprise of four
main features, namely, acceleration of global growth, incorporating technology into the business,
improving and adding to the core menu and maximizing the brand value. The company further
expounds on its plans for global expansion through increasing volume of sales and expanding its
operations geographically as well (annualreports.com, 2016). It also aims to enhancing its brand
presence in the market and exploring a more diverse range of items as its offerings.
Conclusion
Krispy Kreme understands the upper hand its already established brand has and thus it
can be seen to be working on enhancing upon it. Its vision of global leadership is clear although
it still appears to be working out the specifics to achieve that goal and reach full potential.

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KRISPY KREME: VISION, MISSION AND OBJECTIVES
References
annualreports.com (2016). Krispy Kreme Annual Report 2016. [ebook] KKD Corporation.
Available at:
http://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_KKD_2016.pdf
[Accessed 20 Feb. 2018].
Braun, S., Wesche, J.S., Frey, D., Weisweiler, S. and Peus, C., 2012. Effectiveness of mission
statements in organizations–A review. Journal of Management & Organization, 18(4), pp.430-
444.
Krispy Kreme (2018). Krispy Kreme Doughnuts - Our Story. [online] Apps.krispykreme.com.
Available at: http://apps.krispykreme.com/timeline/ [Accessed 20 Feb. 2018].
Thompson, J. (2016). Krispy Kreme - North Carolina History Project. [online] North Carolina
History Project. Available at: http://northcarolinahistory.org/encyclopedia/krispy-kreme/
[Accessed 20 Feb. 2018].