Siska's rants.. and some other things

A lot of new things happen in my life and surround me..so I decide to write everything comes up in my mind, to remind me again of all the silly and interesting bits and pieces...

Thursday, October 26, 2006

Krispy Kreme - A Lifestyle

Krispy Kreme doughnut is opening in Jakarta, at least 2 branches that I know, each at PI mall and Plasa Senayan.



Krispy Kreme is a popular chain of doughnut stores. Its parent company is Krispy Kreme Doughnuts, Inc., based in Winston-Salem, North Carolina, USA

The founder,
Vernon Rudolph, worked for his uncle, Ishmael Armstrong, who purchased a secret recipe for yeast-raised doughnuts and a shop on Broad Street in Paducah, KY from Joseph LeBeouf of Lake Charles, LA (although company mythology tells a story whereby Rudolph won the recipe from a New Orleans baker in a poker game in Paducah). Rudolph began selling the yeast doughnuts in Paducah and delivered them on his bicycle. The operation was moved to Nashville, TN and other family members joined to meet the customer demand. Rudolph sold his interest in the Nashville store and in 1937 opened a doughnut shop in Winston-Salem, NC and began selling directly to customers. The first Krispy Kreme store was located in a rented building on South Main Street in Winston-Salem in what is now called historic Old Salem.
By the 1960s, Krispy Kreme was well-known throughout the southeastern United States, and it began to expand into other areas of the country.
In 1976, Krispy Kreme Doughnut Corporation became a wholly owned
subsidiary of Beatrice Foods Company of Chicago, Illinois. The headquarters for Krispy Kreme remained in Winston-Salem.
A group of
franchisees purchased back the corporation from Beatrice Foods in 1982.
In 2003, a pilot project in
Mountain View, California to sell doughnuts through car windows and sunroofs at a busy intersection (with wireless payment) failed.
On
June 3, 2005, National Doughnut Day in the US, participating franchises gave away free doughnuts. One free doughnut was given to each customer in recognition of the often-ignored holiday.
(Taken from wikipedia)


Look for the Hot Light!It signals our customers about some really good news. When we turn the light on during certain hours of the day and night, it means that our Original Glazed yeast-raised doughnuts are coming out RIGHT AT THAT MOMENT! So come on in and get some HOT!

The first time I heard about it was in The Simpsons - cartoon series.
Then I forgot about it until I struck an article in sunday news paper about doughnut fastfood - a newlife style.

It is the krispy kreme.. after other doughnut chains which has gained a good success story in Jakarta - j.co..where a lot of people queuing to get a box of doughnuts.

Krispy kreme come with a slightly different theme since it has a strong and defined characted of being a chain of the wellknown and widespread brand since 1937.

The lighted up neon is displayed, the merchandises and the flavour is limited to 15.

As I sit down, biting the hot-free-original glazed doughnut and drink kreme latte which the price and the taste is not worthed at all.

I watched my surrounding. There was a young father accompanied with his baby and a babysitter sitting right in front of me. The father was going back and forth - queuing to get the free hot doughnut and encourage the babysitter to come and get another one. (dunno when krispy kreme decide to give aways free doughnut as one mean of advertisement, they already think about this events can happen)

Sat beside me, a family consist of middle aged father and mother, their 2 daughters and husbands with a baby. They have a full dozen of doughnut and start eating one by one until the box is empty.

The counter was full of people and family. They don't think of spending quite more money to get the doughnut with 5.3 each and the beverange is 20 in average (there is tax applied).

I remember the article in the newspaper.. it is really a lifestyle. It is not just a matter of delicious taste or fresh smell of the doughnut itself. People wants to go there and sit there and taste the doughnut. Even in the article that I read, on the very first opening day: people were already lined up since 21:00 the previous night, to get the first doughnut. Kids were running here and there putting on paper krispy kreme hats on their heads. They talked and bragging abouth themselft who has already tasted the "new york cheese cake" or "maple glazed".

Is it really the lifestyle? or it is really the taste is good..

Doesn't really matter: as some saying mentioned " doesn't matter what is the motive or the way, as long as the result is the same". In this case Krispy Kreme Doughnut Inc. can be benefitted from that people still want to come and buy.

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