and franchise factory and satellite stores, including sales made through drive-thru windows, along with discounted sales to community organizations that in turn sell doughnuts for fundraising purposes. A substantial majority of the doughnuts sold in the company’s shops are consumed elsewhere. Wholesale: Sales of fresh doughnuts and packaged sweets primarily on a branded basis to a variety of retail customers, including convenience stores, grocery stores/mass merchants and other food service and institutional accounts. These customers display and resell the doughnuts and other products from self-service display cases, and in packages merchandised on stand-alone display units or on the retailer’s shelf. Products are delivered to customer locations by the company’s fleet of delivery trucks operated by a commissioned employee sales force or, occasionally, by independent third-party distributors. Distribution through wholesale sales channels generally is limited to stores in the United States. Only a small minority of sales by international franchisees are made to wholesale customers. Strategy The company’s business strategy has four principal components, such as accelerating global growth; leveraging technology; enhancing its core menu; and maximizing brand awareness. Trademarks and Trade Names The company’s doughnut shops are operated under the Krispy Kreme trademark, and it uses various federally and internationally registered trademarks and service marks, including Original Glazed and Hot Krispy Kreme Original Glazed Now and the logos associated with these marks. It has also registered some of its trademarks in approximately 60 other countries. Government Regulation The company must comply with regulations adopted by the Federal Trade Commission and with various state and foreign laws that regulate the offer and sale of franchises. The work conditions at the company’s facilities are regulated by the Occupational Safety and Health Administration and are subject to periodic inspections by this agency. History Krispy Kreme Doughnuts, Inc. was founded in 1937.
krispy kreme doughnuts inc
370 Knollwood Street
Winston-Salem, NC 27103
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