CyberLobe Technologies

Twitter lists are a great way to use Twitter more efficiently –and more successfully.

ed. note: Krispy Kreme’s (krispykreme) Chief Marketing Officer, Dwayne Chambers, recently visited Tumblr HQ bearing treats. We asked him about the Krispy Kreme brand and business in the second of our ongoing interview series with titans of industry. Previously: Shake Shack.

Congratulations on opening your 1,000th store. Krispy Kreme is now in 24 countries and eyeing further growth. Besides taste, what do you think contributes to the popularity of the Krispy Kreme brand in international markets? How does the brand evolve as it enters new regions and countries?

Our hot, original glazed doughnuts certainly are the main reason Krispy Kreme is so popular in the US and around the world. However, from the beginning we have focused on our mission to touch and enhance lives through the joy that is Krispy Kreme. As a result, after nearly 80 years, legions of fans have developed a strong emotional connection to the brand. That connection has been shared through the generations and has spread organically around the world. 

Today, the world is a much smaller place with the ever increasing presence of social media in our daily lives. As a result, while a Krispy Kreme shop may not be in a particular country, there’s a very good chance consumers are aware of the brand through the experiences of friends and family in the US or in one of the 24 countries in which we operate. So, when we enter a new country, we do so with an already high awareness of the Krispy Kreme brand. 

We know though that brand awareness will get us a lot of trial, but if we aren’t delivering that unique Krispy Kreme experience that consumers have heard about or experienced elsewhere, it will be difficult of the brand to grow and evolve in that particular region or country.