Doughnut Delivery Service an Intriguing Innovation, According to Professor Michelle Roehm

11.22.2010 Article, Faculty News, Retail

Krispy Kreme Testing Delivery Service

reposted from WGHP


Forget the large pizza. Go straight to the dessert with a dozen hot doughnuts.

Krispy Kreme is testing doughnut delivery service at a location in Greensboro..

The doughnut company is experimenting with making the taste of southern hospitality easier to access with a business-to-business marketing strategy. The delivery doughnuts will be available by the dozen and will include original glazed and a classic assortment.

The company says on its website that customers can use the service "to soften up a prospect or to show your appreciation to a current customer."

A company spokesperson said the Greensboro store was chosen for the test because of the large number of loyal doughnut fans in the city.

The primary challenge for the company is if the delivered doughnuts can live up to its reputation for freshness.

"I think this is an intriguing innovation that builds on existing brand strengths," said Michelle Roehm, a marketing professor and a senior associate dean of faculty at the Schools of Business at Wake Forest University.