The hot sign is off
February 2nd, 2006
This headline caught my attention this morning “Once able to rely on word of mouth, Krispy Kreme turns to ads.” It was just a few years back that I went to a Bare Naked Ladies concert in Charlotte and Steven Page brings out a box of Krispy Kreme glazed doughnuts during a song, he actually stops singing to eat one then passes the box into the audience.
My have times changed, getting a hot Krispy Kreme glazed doughnut used to be like a drug fix. Now every convenience store and grocery store has cold Krispy Kremes. They have made a remarkable product… un-remarkable.
So now some television ads are going to fix that. I love watching the doughnuts going down the conveyor belt. But I also love them when they are so hot and fresh they melt in my mouth and I have to lick all that glaze off my fingers or my hand will stick to the napkin. Growing up in the south I have fond memories of going to Krispy Kreme with my parents and grandparents. I now only visit Krispy Kreme when the hot sign is on.
I can’t help but feel this attempt into advertising is a move of desperation by a once proud southern brand.
Other posts by Geno.
Alison says:
My family of 4 would get in my fathers VW Bug and go to Krispy Kreme. We’d buy 2 dozen and eat one dozen on the way home. And if you didn’t eat them the moment you bought them then you toasted them for breakfast the next morning.
February 18th, 2006 at 6:59 pmOlivier Blanchard says:
Do you know that you can actually lose half a pound of bodyfat in 24 hours just by eating a dozen hot KK’s? True story. The trick: You have to eat the full dozen, they have to be so fresh off the line that they melt in your mouth, and you have to do it within an hour of going to sleep. You’ll wake up the next morning with a flat stomach.
February 18th, 2006 at 6:59 pmBrian says:
Krispy didn’t make it to long in the Boston area. I think they latest a year up here and now they are closing shop.
February 18th, 2006 at 6:59 pmPatrick I. Burgess says:
Krispy Kreme, seems to suffer from the ‘Brand Identity Crisis’ bug, that has been going around. Most of the classic fast food chains, seem to have developed this problem, (Chick-Fil-A being an exception). Even companies such as BMW, and Mercedes-Benz, which traditionally have an iron grasp, on their images, and brand identities, have been recently afflicted by this peculiar ‘virus’. Any theories, as to why this is happening? I’ve formed my own theories, but would love to hear some professional opinions. Regards PLB
February 18th, 2006 at 6:59 pmBilly says:
I don’t have theories, but I do have observations which might lend themselves to indications and/or revelations; thus resulting in converstaions and assumptions or concessions made for the sake of argument surrounding various reasons for this or that or whatever… wait, what was the question? I am not big fan of the new, polished look(s) of Krispy Kreme stores. Are they stores or restaurants? They are indeed “new and improved,” but they are trying to look old-school and vintage. They lose their authenticity when they try. Make no mistake… I’ll eat the heck out of their doughnuts. The chocolate covered, custard filled variety make me sick every time I eat one (actually, the third one is usually what sends me over the edge), but I eat them every chance I get. I feel the same about Panera Bread and the new line of Chevy cars that are ‘new’ throwbacks. Panera provides a comfortable, sleek environment with good food. But there’s something “poser-ish” about HOW they do what they do. It’s hard for me to feel like I am in an Italian cafe’ while siting in the bad-ass leather sofa enjoying free Wi-Fi. I’m contradicting myself, but I’m right. Believe it. Where was I? Oh, yeah… Whatever happened to the old stores? The overflowing ash trays on coffee-stained counter tops. The “if you want a T-shirt, you need to put on an apron and get your butt in the kitchen” guy at the cash register. I blame Starbucks. We should boycott Starbucks. God, I love Starbucks.
February 18th, 2006 at 7:00 pmPatrick L. Burgess says:
I recently went to the Mickey D’s on Augusta Rd., and noticed the new interior decor. The wood trim, and stone floors, were definite improvements, but the new look does not communicate Macdonald’s. In fact, the decor seemed reminiscent of Bob Evan’s, or Shoney’s. The store was dirty, and the service was grudging, at best. The most important part of the experience, the food, did nothing to improve my perception. The fries, once the best in the business, were horrid. Limp, tiny, overcooked, AND cold. Macdonald’s, especially, was a place you went for good, no-apologies, junk food. Service was quick, and with a smile. The place was spotlessly clean, and you left with a warm, comforted feeling. A Macdonald’s experience, was also consistently good, across the nation, and the world. Krispy Kreme, Macdonald’s, Burger King, etc. should stick to the effectively simple formulas, that made them brand superstars, in the first place. Consumers will love them for it, and once again, beat a path to their door.
February 18th, 2006 at 7:00 pmBilly says:
Geno, I ate 9 glazed doughnuts yesterday. They were hot — fresh off the line and straight into the box. They didn’t even close the lid… that’s how fresh these things were. Nine. Forget everything I wrote earlier about not liking the new, poilished, wannabe vintage stores/restaurants. It doesn’t matter. They could be serving these things out of a rusty barrel and I would eat them. The product is second to none and that’s all that matters. In fact, I quite appreciated the comfy couch in the corner while gluttoning. That’s all. I’m going to jog or something. OK, no I’m not.
February 18th, 2006 at 7:01 pm