Friday marks a momentous occasion for the Krispy Kreme brand: its 77th birthday, and to celebrate, the iconic doughnut chain is implementing one of its new CEO’s strategies for success: going social.
In past years, Krispy Kreme has taken advantage of its birthday and occasions like “Talk Like a Pirate Day” to wrangle customers into its stores and get them engaging with the brand online in innovative, fun ways. And the company’s new president and CEO, Tony Thompson, plans to continue that trend.
“We’re going to continue to build on that and identify those fun occasions for people to experience Krispy Kreme and to share,” he told ABC News. “Just to really socially activate and get consumers excited about the brand and come in and just celebrate with us.”
Tomorrow to honor its 77th year, Krispy Kreme stores will be promoting a dozen original glazed doughnuts for 77 cents, after purchase of any dozen. The chain recognized a good thing after running the promotion for the past two years to much success.
“We had been doing some consumer research, and it said fans love donuts – we just have to give them a reason to,” public relations and media manager Lafeea Watson said. “So our gift to them was the 75 cent deal, and it went spectacularly with lines around the corner at the shops.”
Thompson, who joined Krispy Kreme from Papa John’s just one month ago, plans to ride that wave.
“We have some work that’s begun on what we call a ‘customer engagement platform’ that will include loyalty rewards,” he said. “We should be in some test areas by the end of this calendar year and then hopefully roll out in 2015.”
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SOURCE: Good Morning America