key insight
Leading Competitors include Dunkin Donuts, Starbucks, and Einstein Brothers Bagels. Dunkin Donuts most closely resembles Krispy Kreme because it targets similar markets, has the most competitive prices, has a similar competitive set, and has the same consumer benefit as Krispy Kreme. Starbucks and Einstein Brothers Bagels compete indirectly because they offer breakfast foods. Starbucks and Einstein Brothers Bagels are at somewhat of a disadvantage, because they do not possess the same competitive pricing Krispy Kreme does. They do, on the other hand, have a desirable ambiance that is a strength.