Krispy Kreme’s breadth of appeal extends across all major demographic groups. The
flagship product is affordable and competitive with other firms’ value menu prices;
customers can also purchase doughnuts by the dozen. The Krispy Kreme name and
brand are tied to the “one-of-a-kind taste” that generations of customers have grown to
love. The Hot Doughnuts Now® sign is a strong impulse purchase generator and
another component of the strong corporate identity. In these characteristics, Krispy
Kreme is similar to western fast food chain In-N-Out, which enjoys fierce customer
loyalty. As another strength, the company employs a vertically integrated, automated
system to produce doughnuts in an efficient manner: three domestic manufacturing
plants, which produce proprietary Krispy Kreme mixes and custom doughnut-making
equipment for all retail outlets.