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Purple Cow<br />
Case Study: Krispy Kreme<br />
There are two kinds of people – those who have heard the<br />
legend of Krispy Kreme donuts and assume that everyone<br />
knows it, and those who live somewhere where the donut<br />
dynasty hasn’t yet shown up.<br />
Since the day of their IPO, Krispy Kreme has totally demolished all expectations,<br />
drastically outperforming just about every other stock. Why Krispy<br />
Kreme understands how to manage the Cow.<br />
Krispy Kreme makes a good donut. No doubt about it.<br />
But is it a donut worth driving an hour for Apparently,<br />
donut maniacs believe it is. And this very remarkable fact<br />
is at the core of Krispy Kreme’s success.<br />
When Krispy Kreme opens in a new town, they begin by<br />
giving away thousands of donuts. Of course, the people<br />
most likely to show up for a free hot donut are those who<br />
have heard the legend of Krispy Kreme and are delighted<br />
that they’re finally in town.<br />
These sneezers are quick to tell their friends, sell their<br />
friends, even drag their friends to a store. And that’s<br />
where the second phase kicks in. Krispy Kreme is obsessed<br />
with dominating the donut conversation. Once they’ve<br />
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