Krispy Kreme, Inc. (DNUT): ANSOFF Matrix Analysis [Jan-2025 Mis à jour]

Dans le monde en constante évolution de l'indulgence douce, Krispy Kreme ne fait pas seulement de monter la vague de changement - ils élaborent une symphonie stratégique de croissance qui transcende les frontières traditionnelles de beignets. Des centres urbains animés aux marchés internationaux émergents, la société réinvente son plan d'expansion grâce à une matrice Ansoff méticuleusement conçue qui promet de révolutionner la façon dont nous percevons cette marque emblématique. Préparez-vous à plonger dans un parcours stratégique qui révèle comment Krispy Kreme prévoit d'atteraliser les papilles gustatives, de capturer de nouveaux marchés et de passer d'un fabricant de beignets bien-aimé en une centrale culinaire mondiale.

Krispy Kreme, Inc. (DNUT) - Matrice Ansoff: pénétration du marché

Développez les emplacements des franchises sur les marchés géographiques actuels

En 2023, Krispy Kreme exploite 1 800 magasins mondiaux dans 33 pays. Aux États-Unis, la société a 370 emplacements au total. L'entreprise vise à augmenter le nombre de magasins nationaux de 5 à 7% par an.

Mettre en œuvre des campagnes de marketing numérique ciblées

Le budget de marketing numérique de Krispy Kreme est de 12,5 millions de dollars en 2023. La société rapporte 3,2 millions d'utilisateurs d'applications mobiles actifs et 2,8 millions d'abonnés par e-mail.

Développer le programme de fidélité

Le programme de fidélité de Krispy Kreme compte 1,9 million de membres actifs. Les membres génèrent 42% du total des revenus des ventes, soit environ 280 millions de dollars par an.

Présenter des saveurs de beignet saisonnières

Les lancements de saveurs saisonnières génèrent une augmentation supplémentaire des revenus de 18% pendant les périodes promotionnelles. En 2022, les offres saisonnières ont contribué 45 millions de dollars en ventes supplémentaires.

Optimiser les stratégies de tarification

Prix ​​moyen du beignet: 1,45 $. La stratégie de tarification compétitive maintient une marge de 12% au-dessus des concurrents de la boulangerie locale.

• Prix ​​moyen du beignet: 1,45 $
• Marge brute: 52%
• Prix ​​compétitive des prix: +/- 10% du marché local

Krispy Kreme, Inc. (DNUT) - Matrice Ansoff: développement du marché

Accélérer l'expansion internationale

Krispy Kreme opère dans 30 pays en 2022. Les revenus internationaux ont atteint 135,1 millions de dollars en 2021, ce qui représente 28,4% des revenus totaux. Les objectifs d'expansion prévus comprennent 15 nouveaux marchés internationaux d'ici 2025.

Partenariats internationaux des distributeurs de services alimentaires

Krispy Kreme a établi des partenariats avec 12 grands distributeurs internationaux des services alimentaires. Ces partenariats facilitent l'entrée du marché dans des régions comme le Moyen-Orient, l'Asie du Sud-Est et l'Amérique latine.

• Sysco Corporation: Distribution en Amérique du Nord
• Jardine Matheson: Distribution en Asie du Sud-Est
• Groupe Alshaya: distribution au Moyen-Orient

Stratégie de partenariats de vente au détail

Les partenariats d'épicerie et de chaîne de commodité se sont étendus à 5 000 emplacements de détail dans le monde en 2022. Le partenariat Walmart a augmenté la présence de détail de 35% sur les marchés américains.

Saveurs de beignet localisées

A développé 22 saveurs spécifiques à la région en 2021-2022, y compris la saveur du matcha au Japon et Dulce de leche en Argentine. Les variantes de saveurs locales représentent 18% des ventes internationales.

Expansion du commerce électronique

Les ventes en ligne ont augmenté de 42% en 2022, atteignant 78,3 millions de dollars. Les plateformes de commerce électronique couvrent désormais 22 pays avec des capacités d'expédition directes.

Krispy Kreme, Inc. (DNUT) - Matrice Ansoff: développement de produits

Créer des variantes de beignet plus saines avec des options de sucre réduit et de farine alternative

En 2022, Krispy Kreme a signalé une réduction de 12% de la teneur en sucre dans certaines gammes de produits de beignet. Les variantes de farine alternatives introduites comprenaient des options de farine d'amande et de farine de noix de coco.

Développer des produits de beignet emballés pour les canaux d'épicerie et de dépanneur

Krispy Kreme a élargi les offres de vente au détail à 18 500 magasins d'épicerie et de commodité en 2022, générant 127 millions de dollars en revenus de produits emballés.

• Distribution de Walmart: 7 200 magasins
• Distribution cible: 1 900 magasins
• Réseau de dépanneur: 9 400 emplacements

Présenter des gammes de produits de petit-déjeuner et de café complémentaires

La gamme de produits à café a généré 45,3 millions de dollars de revenus, ce qui représente 8,2% du total des revenus de l'entreprise au cours de l'exercice 2022.

Développer les offres de beignets végétaliennes et sans gluten

Les gammes de produits végétaliennes et sans gluten représentaient 6,5% du total des ventes de produits, totalisant 83,7 millions de dollars en 2022.

• Variantes de beignet végétalien: 4 nouvelles gammes de produits
• Options sans gluten: 3 nouvelles gammes de produits
• Croissance du segment des consommateurs: 22% sur toute l'année

Concevoir des produits de repas et des produits de fabrication de beignets à domicile

Les kits de fabrication de beignets à domicile ont généré 22,6 millions de dollars de revenus, avec 75 000 unités vendues en 2022.

Krispy Kreme, Inc. (DNUT) - Matrice Ansoff: diversification

Investissez dans des concepts de cuisine fantôme pour les capacités élargies de livraison de nourriture

Les ventes numériques mondiales de Krispy Kreme ont augmenté de 41% en 2022. La société exploite 1 800 points d'accès à l'échelle mondiale, avec 400 magasins appartenant à l'entreprise et exploités.

Explorez les gammes de produits de marchandises et de style de vie de marque

Krispy Kreme a généré 1,4 milliard de dollars de revenus en 2022, avec un potentiel d'expansion des marchandises.

• Potentiel de marchandises de marque estimé à 50 à 100 millions de dollars par an
• La gamme de produits actuelle comprend des vêtements de marque et des accessoires

Développer des services de restauration et d'événements d'entreprise

La taille du marché de la restauration des entreprises prévoyait de 28,5 milliards de dollars d'ici 2026.

Créer des partenariats stratégiques avec les industries du divertissement et de l'hôtellerie

Les partenariats existants comprennent des collaborations avec les grandes chaînes de restaurants et les lieux de divertissement.

• Potentiel de revenus de partenariat estimé à 75 à 150 millions de dollars par an
• Partenariats stratégiques actuels dans 15 pays

Enquêter sur les acquisitions potentielles dans les segments de services alimentaires adjacents

La capitalisation boursière de Krispy Kreme s'élève à environ 2,1 milliards de dollars en 2023.

Krispy Kreme, Inc. (DNUT) - Ansoff Matrix: Market Penetration

You're looking at how Krispy Kreme, Inc. can grow by selling more of its existing product-the Original Glazed doughnut, primarily-into its current markets. This is about maximizing density where you already have a presence, so the focus is on distribution and transaction volume.

The Delivered Fresh Daily (DFD) model is central to expanding U.S. Points of Access (POA) beyond the 14,851 global POA reported at the end of the third quarter of 2025. This figure reflects a strategic reduction of 6.1% or 960 unprofitable POA during Q3 2025, meaning the penetration strategy is focused on profitable density, not just raw count. For perspective, Global Points of Access stood at 18,113 at the end of the second quarter of 2025 before these strategic closures.

Distribution in grocery partners is a clear lever. Currently, Krispy Kreme products are available in only about one-third of Walmart stores, showing significant room to grow past that level, which is a better starting point than the 25% you mentioned. In the second quarter of 2025, the company added over 400 doors with major retailers including Walmart, Costco, Target, and Kroger, and was awarded additional shelf space at Walmart.

Here's a quick look at how key operational metrics shifted between the second and third quarters of fiscal 2025 as the company executed its turnaround plan:

Driving digital sales is a direct way to increase penetration within existing shop locations. In the second quarter of 2025, Digital Sales as a Percent of Doughnut Shop Sales was 18.0%. The CEO noted that digital sales accounted for more than 20% of U.S. retail sales during that same period. App-exclusive deals are key to pushing this past the 18.0% mark.

High-impact, value-driven promotions are essential for attracting price-sensitive consumers and boosting immediate foot traffic. Krispy Kreme will run its annual 12/12 "Day of the Dozens" deal on December 12, 2025. This promotion offers a $1 Original Glazed dozen with the purchase of any dozen at regular price. This deal is available in-store, drive-thru, and via the Krispy Kreme app for pickup or delivery.

Other value-focused activities include:

• The $1 Original Glazed dozen promotion on 12/12.
• The $12 dozen deal offered from January 3 through January 5, 2025, for Original Glazed or Classic Assorted dozens.
• A Tax Day promotion where a second Original Glazed dozen was offered for only the price of the sales tax.

Krispy Kreme, Inc. (DNUT) - Ansoff Matrix: Market Development

You're looking at the hard numbers behind Krispy Kreme, Inc.'s push into new international territories, which is central to their capital-light growth story.

Accelerate capital-light international franchise growth in new markets like Spain, which launched in October 2025.

• Krispy Kreme, Inc. opened its first Hot Light Theater Shop in Madrid, Spain, on October 2, 2025.
• This Spanish debut is through a minority interest joint venture with Glaseados Originales S.L..
• The plan for Spain includes opening two additional shops in Madrid before the end of 2025.

Finalize 2025 market entries in Germany, Brazil, and Uzbekistan to expand the global footprint.

The global footprint expansion for 2025 includes concrete commitments in Brazil and Uzbekistan.

Refranchise owned international markets, such as Australia and Japan, to free up capital for U.S. growth.

• Krispy Kreme, Inc. initiated the process to refranchise certain markets including Australia and New Zealand, Japan, Mexico, and the U.K. and Ireland.
• Strategic door closures in Japan and Mexico contributed to a 3.3% decline in Global Points of Access in Q2 2025.
• The International segment Adjusted EBITDA margin was 13.7% in Q2 2025.
• The company's Q3 2025 Adjusted EBITDA was $40.6 million.

Target new, high-density urban centers in existing countries with smaller, Fresh Shop formats.

The expansion in Spain utilizes different formats to target urban density.

• The Spanish rollout includes five Hot Light Theater Shops in key cities, which will serve as production hubs.
• The Brazil expansion includes a compact kiosk format alongside a full retail format.

Structure new franchise deals to include a minimum of 50 new locations over four years, mirroring the Spain plan.

The franchise agreement structure is designed for significant unit growth, as evidenced by the Spanish and Uzbek commitments.

• The plan for Spain targets more than 50 locations across the country over the next four years.
• The Uzbekistan franchisee has a plan to open more than 70 shops over the next five years.
• Krispy Kreme, Inc. currently operates in more than 40 countries.
• Global Points of Access stood at 14,851 as of the third quarter of 2025.

Finance: draft the capital allocation plan for the next 12 months based on refranchising proceeds by Friday.

Krispy Kreme, Inc. (DNUT) - Ansoff Matrix: Product Development

You're looking at how Krispy Kreme, Inc. (DNUT) is pushing new products into its existing market, which is the core of this Product Development strategy. Honestly, the recent moves show a clear pivot toward variety, building on successful limited-time offerings (LTOs) that fans have been asking for.

The company made a significant move on November 3, 2025, by expanding its everyday menu from 10 to 16 full-sized doughnut options, introducing five new permanent items. This was the first time Krispy Kreme, Inc. had launched new, permanent flavors in over a decade, according to one report. The development and testing for this new menu took over a year. The strategy is clearly about giving customers more choice, as Chief Brand and Product Officer Alison Holder noted they are bringing more variety, more flavor, and most importantly, more choice.

Here are the five new permanent menu items introduced:

• New York Cheesecake Doughnut: An unglazed base filled with cheesecake-flavored Kreme, dipped in vanilla icing, and topped with graham cracker crunch.
• OREO Cookies and Kreme Doughnut: Features a cookies-and-Kreme filling, dipped in chocolate icing, topped with OREO cookie pieces, and drizzled with vanilla icing.
• Cinnamon Apple Filled Doughnut: An unglazed doughnut filled with cinnamon apple filling and tossed in a powdered cinnamon-flavored coating.
• Original Glazed Cake Doughnut: A cake-style twist on the Original Glazed flavor.
• Original Glazed Kreme Filled Doughnut: The classic Original Glazed ring now includes a Kreme filling inside.

To keep the excitement high, Krispy Kreme, Inc. plans to rotate in four new seasonal flavors five times a year. The initial seasonal drop alongside the permanent additions included:

• Maple Iced Doughnut
• Original Glazed Pumpkin Spice Cake Doughnut
• Biscoff Cookie Butter Kreme Doughnut
• Chocolate Fudge Brownie Doughnut

The coffee and beverage platform is seeing similar innovation, often tied to LTOs. For instance, the recent holiday promotion included a Peppermint Patty Mocha Latte, which was available hot, iced, or frozen. This builds on existing specialty lattes like the Original Glazed Latte, Caramel & Mocha Lattes, and the Sea Salt Kreme Matcha Latte. The company also offers Kremey Chillers and Frozen Drinks, with popular chiller flavors including Cookies & Kreme and Caramel Latte.

The frequency and impact of Limited Time Offer (LTO) collaborations are definitely increasing. The Krispy Kreme x Peanuts Collection, which launched on November 29, 2025, and runs through December 24, is a prime example. This marks the first-ever U.S. collaboration between Krispy Kreme, Inc. and the Peanuts gang in the company's 88 years. This holiday LTO features three new doughnuts and two returning favorites, all packaged in a custom, commemorative box. In the past six months alone, the company has also rolled out a House of Hogwarts collection, a DC Comics-inspired menu, a Hershey's collab, and a Pac-Man menu.

The company uses its physical footprint to test these innovations. For example, before the November 3, 2025, national menu expansion, Krispy Kreme, Inc. tested several of the new flavors, including the New York Cheesecake and OREO Cookies and Kreme, in select U.S. markets, specifically mentioning two shops in the Charlotte, N.C. area. Further supporting this testing strategy, a new company-owned Hot Light Theater Shop opened in Fridley, outside Minneapolis, on November 12, 2025. These theater shops are designed to showcase the iconic fresh, hot Original Glazed doughnut experience. The flagship Times Square location, for instance, is engineered to produce 380 dozen Original Glazed® Doughnuts per hour right before guests' eyes.

Here's a quick look at the scale of the recent product expansion and innovation points:

While the focus is clearly on indulgent, dessert-inspired flavors, the search results do not contain specific, real-life statistical data or financial figures related to the development or sales performance of any explicitly named healthier, lower-sugar doughnut options as of November 2025. The recent, heavily publicized product development has centered on the nine new flavors and LTO partnerships.

Finance: review the Q3 2025 sales impact from the nine new permanent menu items by next Tuesday.

Krispy Kreme, Inc. (DNUT) - Ansoff Matrix: Diversification

Diversification, the most aggressive quadrant of the Ansoff Matrix, involves introducing new products into new markets. For Krispy Kreme, Inc., whose recent third-quarter 2025 performance showed a net revenue of $375.3 million and an organic revenue increase of only 0.6%, moving into entirely new categories or channels represents a significant strategic pivot away from its core fresh doughnut business, which is currently undergoing a turnaround focused on deleveraging the balance sheet (net leverage ratio improved to 7.3x from 7.5x).

The proposed diversification strategies target markets where Krispy Kreme, Inc. has no current established presence, leveraging its brand equity in sweet treats for adjacent opportunities or entering entirely new savory spaces. Here is a look at the potential market scale for these new ventures, contrasted with Krispy Kreme, Inc.'s recent financial performance:

The pursuit of new product lines for existing channels, like shelf-stable treats, could align with Krispy Kreme, Inc.'s existing retail partnerships. The company added more than 200 profitable doors year-to-date with strategic partners like Target, Costco, Sam's Club, Kroger, and Publix. This existing infrastructure could support a premium, shelf-stable Branded Sweet Treats (BST) line.

Entering the savory breakfast or lunch market via acquisition would be a true diversification, moving away from the sweet focus. This move would place Krispy Kreme, Inc. into the broader US Foodservice Market, which reached USD 1,515.5 Billion in 2024. The company's Q3 2025 Adjusted EBITDA was $40.6 million, and its U.S. Adjusted EBITDA grew by 50.9% to $21 million. Any acquisition would need to be accretive quickly, given the year-to-date GAAP net loss of $494.7 million for 2025.

Developing a full-service coffee and espresso bar concept directly challenges established coffee chains. In Q2 2025, Krispy Kreme, Inc.'s digital sales as a percent of doughnut shop sales was 18.0%. A dedicated coffee bar concept would aim to significantly increase this percentage and compete for share in a market where the US Foodservice Market includes cafes and bars.

For corporate catering bundles, the focus on business meetings targets a segment where corporate offices already account for more than 30% of the US Catering Market. This strategy leverages the existing coffee and treat offerings, potentially boosting the International segment's organic revenue growth of 6.2% in Q3 2025 if applied internationally, or enhancing the U.S. segment's performance.

• Launch a line of branded, ready-to-eat dessert mixes in international grocery channels.
• Acquire a small, complementary food-service chain to enter the savory breakfast or lunch market.
• Develop a premium, shelf-stable Branded Sweet Treats (BST) line for non-traditional retail channels like airports and movie theaters.
• Pilot a full-service coffee and espresso bar concept in select U.S. hubs to compete directly with coffee-focused chains.
• Enter the corporate catering market with specialized, high-margin doughnut and coffee bundles for business meetings.