Marketing strategy

A Look at Krispy Kreme’s Innovative Marketing Strategy

This edition of A Deeper Dive is brought to you by Lamb Weston.

Attracting attention is the name of the game in the ultra-competitive restaurant industry, and Krispy Kreme has been doing quite a bit of it lately.

This week’s episode of the Restaurant Business A Deeper Dive podcast features Dave Skena, the global brand manager for the donut chain.

Skena’s job is to bring attention to a well-known brand and the company has recently done some cool things to achieve that, sometimes taking a few risks in the process. This includes last year’s notable vaccine promotion, offering a free donut to customers who could offer proof of vaccination.

He discusses the company’s many other marketing promotions, such as one that gives customers a dozen donuts for the price of a gallon of gas. He talks about the chain’s overall strategy and the challenges of marketing a brand that is moving towards an omnichannel concept that sells donuts in more places than just a store.

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