Some people think Krispy Kreme may have mis-stepped.
While shopping at my local mega supermarket, I saw boxes of Krispy Kreme doughnuts near the entrance to the store. Obviously, some marketing genius at Krispy Kreme thought this would be a great way to leverage the buzz about their product. Make it easier for people to buy the product, and sales will multiply exponentially, right?
By shipping their doughnuts to a grocery store, they lose two of the most compelling factors behind the phenomenon.
First, the quality is not the same as when you eat them right as they come off the conveyor belt at the retail store.
Second, they compromised the Krispy Kreme experience. Watching the doughnuts being made adds to the magic of the product. One of my friends drags people to the nearest Krispy Kreme store if they say they have never had one. He won't let them have their first taste out of a box from a grocery store.
Krispy Kreme doughnuts became a success because you had to work to get them, but the reward was worth any trial. Nobody says, "You absolutely have to run to the grocery store and pick up a dozen cold Krispy Kremes."
There is definitely some truth to that.