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Seth Godin
opened their flagship stores in an area, they rush to do
deals with gas stations, coffee shops, and delis. The goal
To make it easy for someone to stumble onto the product.
They start with people who will drive twenty miles, and
finish with people too lazy to cross the street.
If the product stays remarkable (and Krispy Kreme is
betting millions that it will), then some of those lazy people
will be converted to the donut otaku. They will start the
next wave of Krispy Kreme mania, spreading it in a new
town until the chain arrives.
It’s worth noting that this probably wouldn’t work with
bagels or brownies. There’s something very visceral about
the obsession that donut fans feel about Krispy Kreme,
and discovering and leveraging that feeling is at the heart
of this phenomenon. In other words, find the market
niche first, and then make the remarkable product – not
the other way around.
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