Kirk Kazanjian & Amy Joyner 
Making Dough 
The 12 Secret Ingredients of Krispy Kreme’s Sweet Success

Praise for Making Dough

‘I was enchanted, intrigued, and fascinated by every page of this
book. Kirk Kazanjian, Amy Joyner, and Dick Clark (yes, that Dick
Clark) have done a masterful job of storytelling in Making Dough.
The book is inspirational, enlightening, and just plain great
reading. In fact, it’s great reading with sprinkles on it. What a
yummy book!’

-Jay Conrad Levinson

Bestselling Author, Guerrilla Marketing series of books

‘Krispy Kreme’s success goes well beyond being a retail phenomenon.
This book will show you what went on behind the scenes to build the
company. Along the way, it will teach you how you can take a
product that is seemingly counter-culture and turn it into an
addictive brand.’

-Phil Lempert

Author, Being the Shopper and Today show food trends editor

‘Words can’t do justice to Krispy Kreme doughnuts-just eat one! But
as a fan of the product, it’s interesting to read this business
success story.’

-Vince Gill

Singer/Songwriter

‘You know what? You have absolutely no chance of starting the next
Krispy Kreme! But, the lessons they learned and the insight they
used to build their once-in-a-lifetime success are useful,
practical, and powerful tactics that any business can benefit
from.’

-Seth Godin

Author, Purple Cow

‘Take heart. You don’t need a massive organization and a massive
advertising budget to build a powerful brand. This interesting book
by Kirk Kazanjian and Amy Joyner tells how Krispy Kreme did it on a
shoestring.’

-Al Ries

Coauthor, The Fall of Advertising and the Rise of PR

‘I think it’s safe to say that just about every company would love
to know the secret ingredients of Krispy Kreme’s sweet success.
After all, it doesn’t advertise, it is a revered member of the
community, and it keeps growing like crazy. What an extraordinary
business! Without doubt, you should pay attention to what Krispy
Kreme is doing, especially if you want to prosper in today’s
competitive world.’

-From the Foreword by Dick Clark

Producer, Entertainer, and Krispy Kreme Franchisee

Table of Content

Foreword.

Introduction.

1. Mix Good Taste with Show Business.

2. Be Picky About Your Partners.

3. Make Good Use of Your Time and Resources.

4. Expand and Protect Your Brand.

5. Think Big, but Grow Carefully.

6. Be a Guerrilla Marketer with a Soft Touch.

7. Maintain High Standards.

8. Harness the Power of Technology.

9. Give Back to the Community.

10. Select, Treat, and Train Your Employees Well.

11. Build on Your Success.

12. Keep Them Coming Back.

Milestones Krispy Kreme History.

Acknowledgments.

Notes.

Index.

About the author

KIRK KAZANJIAN, a former television news anchor and business
reporter, is the author of numerous business and personal finance
books, including Value Investing with the Masters and Wizards of
Wall Street. He was previously the director of research and
communications for several leading investment firms and has
appeared on CNBC, CNN, Fox News Channel, and many other radio and
TV stations across the country. He is also featured regularly in
leading news and business publications.

AMY JOYNER is an award-winning business reporter for the News &
Record in North Carolina. She is based in Greensboro, not far from
Krispy Kreme’s corporate headquarters. Joyner has been
covering Krispy Kreme for many years and has interviewed all of the
company’s key players. A former Knight Center fellow,
Joyner’s stories have appeared in newspapers throughout the
country.