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In less than two years, the Krispy Kreme doughnut stock has split twice. According to the WALL STREET JOURNAL, Krispy Kreme was the number 2 IPO for the year 2000. This is phenomenal considering that the failure rate for IPO's is 50% according to the WALL STREET JOURNAL. $10,000 invested in Krispy Kreme at its inception would be worth about $45,000 today. However, a marketing firm (GSD&M) is promoting Krispy Kreme. GSD&M billed its clients for over ONE BILLION DOLLARS in 2000. Some of the clients of GSD&M are: Southwest Airlines, Wal-Mart, U.S. Air Force, Mastercard, and the PGA Tour. GSD&M will be promoting Krispy Kreme products and expansion endeavors. According to a CBS MARKET WATCH REPORT: Krispy Kreme is just now being heard from on a national scale. Several states have just one store, The market potential is good! The target market for doughnuts is nationwide! The affordability of these sweet confections appeals to a vast majority of age groups, ethnic groups, and income groups. When a new Krispy Kreme store opens, the response is unbelievable. When Krispy Kreme opened in Texas, patrons came in from Oklahoma. People in Salt Lake City waited in the rain since midnight for a store to open at 5:30AM. In New Orleans, traffic was backed up for four blocks. Another reason why Krispy Kreme will continue to do well is because Americans LOVE their sweets!!
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