Krispy Kreme Report

Krispy Kreme Report

·       Introduction:

An American doughnut company, Krispy Kreme Doughnuts, was founded in 1937 based in Winston-Salem, North Carolina. Sine there was no real doughnut in the Cambodia market at that time and we saw strong growth in the food industry, Krispy Kreme was introduced as the popular doughnut brand in Cambodia by RMA Group in 2016. Krispy Kreme Cambodia has opened its first outlet, in Phnom Penh. This makes Cambodia the 27^th country to have a Krispy Kreme Doughnuts outlet. As gathering information, Krispy Kreme Boeng Keng Kang is the first flagship store as well as the factory store where fresh doughnuts are made. Following that, Krispy Kreme Cambodia has expanded their branches in Aeon mall I, TK Avenue, Mao Tse Tong, International Airport, and there will be in Aeon mall II in the near future.

·       Mission:

To touch and enhance lives through the joy that is Krispy Kreme and to make the most awesome doughnuts on the planet every single day.

·       Vision:

           To be the worldwide leader in sharing delicious tastes and creating joyful memories.

·       Steps to success:

Krispy Kreme is known globally for its core product, the original glaze. Its doughnuts were produced fresh daily in the morning at 3am, 7-8am and 3-4pm, using a set of standardize, hygiene and high-quality machines. “Safety is our first ingredient” said Mr. Ratanak, the production manager of Krispy Kreme. At the factory store, there are 4 separated areas, including the production area, the processing area, the dried store and the selling area where customers can enjoy the sweetness of their doughnuts peacefully.

All of the production machines in the production area were imported from America with care, which enables a maximum of 1300 doughnuts to be made in an hour. For instance, the cutter machine will automatically set the level of air-pressure and produce the shape of doughnuts you want to make within the range of products you can make, such as, the rings, shells, cinns bun, twists, doughnut holes, fritters, traditional, crullers, the old fashioned and the mini crullers.

As for the processing area, there’re 3 main steps to follow. Filling is the first initial step, it requires adequate hand-pressing pressure which varies according to each person’s strength. Each doughnut must met the suitable standard size and weight before it can further processed. The excess or insufficient amount of filling leads to the wastage of doughnut unless it’s within a 5% gap. However, every box of cream has its own expiration date, usually about 3 to 7 days, otherwise, it has to be cleaned before using it. The second processing step is Icing, you need to apply the cream (eg. Chocolate) on the surface of the doughnut gently in a perfect shape. While the last processing step is Topping, you can decorate your own doughnut by adding some ingredient on it.

Regarding their ingredients, they were all stored safely in a dried store in a great order. The room’s temperature is kept at an average of 20℃ with a 24 hours running air-conditioner. Moreover, there’s a weekly pest control, which makes sure no insects can got into the store room because if there’s any damages, the inventories will be removed and replaced immediately. A successful marketing strategy of Krispy Kreme’s is its advertisement and cooperation with schools and young children since kids love the sweetness derived from doughnut more than adults do.