thinking.
success…
positve associations: warmth. comfort. nostalgia. family. friends.
… [-a =obesity]
continuity across basically all of their products. soft & round [ they're all doughnuts! ] hot - warm – sticky - chewy - doughnuts.
their signature product, the original glazed (secret recipe since 1937), is differentiated from the competition in its warm, chewy yumminess (compared to the dried cake ‘donut’ ). they also seem to appeal more to the relax | family rather than the get your coffee and go guy.
in addition to the emotional attachment to this ‘comfort food,’ krispy kreme also creates an intereactive experience through the ‘factory store.’
they have the neon ’hot now’ light sign, too; which when flashing, customers can get a free [ original glazed ] doughnut. the fact that you sorta have to know about this makes you kinda feel like an ‘insider.’ clehvah. clever. krispy kreme.
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