Tag Archives: Donuts

Glazed Greatness: The Delicious Lessons of Krispy Kreme and Dunkin’

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Most Fridays you will find a post here dealing with my journey to becoming a Modern Elder. That journey is based around four concepts: experience, wisdom, curiosity, and adaptability.

Today I’m linking that train of thought to the fact that it is National Donut Day, and the common thread will be found in reviewing the histories of two of the largest and best-known donut chains in the U.S. – Krispy Kreme and Dunkin’ – for leadership principles.

The source of information on these companies comes from two books: Making Dough: The 12 Secrets Ingredients of Krispy Kreme’s Sweet Success (2004) and Around the Corner to Around the World: A Dozen Lessons I Learned Running Dunkin’ Donuts (2020). In addition, I dropped in on three local donut shops in the last week, culminating in a trip to the Krispy Kreme corporate headquarters in Charlotte, NC, and their flagship store.

It turns out that there is a great deal you can learn from donuts.

Mention the words “Krispy Kreme” and people start licking their lips. The company inspires such loyal customer devotion that new store openings routinely cause traffic jams and attract widespread media attention.

With its iconic green and red logo, tantalizing “Hot Now” sign, and melt-in-your-mouth original glazed recipe, Krispy Kreme has become a beacon of joy and indulgence in a world often sorely lacking in both.

More than eight decades after the first doughnut was handed to a customer in Winston-Salem, North Carolina, Krispy Kreme has grown into one of the world’s most beloved brands.

How has Krispy Kreme managed to build such a successful brand and business, especially since it spends no money on advertising? What does the future hold for this unique corporation? And what can other businesses do to emulate Krispy Kreme’s amazing accomplishments?

“Making Dough: The 12 Secret Ingredients of Krispy Kreme’s Sweet Success” offers an insightful exploration into the rise and success of Krispy Kreme, one of America’s most beloved doughnut brands. Authored by Kirk Kazanjian and Amy Joyner, the book provides a comprehensive narrative that intertwines business strategies, company culture, and personal anecdotes to unveil the key elements that contributed to Krispy Kreme’s rapid growth and enduring appeal.

The book is structured around twelve core principles that the authors identify as fundamental to Krispy Kreme’s achievements. These “secret ingredients” are not merely business tactics but also embody the ethos and values that the company espouses. Each chapter delves into one of these principles, supported by interviews with key figures, historical context, and detailed case studies.

  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, train, and treat your employees well
  11. Build on your success
  12. Keep them coming back

Making Dough provides an entertaining and informative business history of a beloved American brand. The authors appear to have extensively researched Krispy Kreme and gained insights from interviews with executives, franchisees, analysts and others. 

The book’s central core of “12 secret ingredients” provides a useful framework for understanding Krispy Kreme’s success and keeps the storytelling engaging. At times this device was a bit contrived or oversimplified the company’s actual history, but overall it highlights important elements that made Krispy Kreme stand out.

Making Dough is an easy, interesting read with lessons applicable to many businesses – not just a niche story for doughnut lovers. Readers will find an inspiring entrepreneurial and branding success story with insights into franchising, experiential retail, building customer loyalty, and managing growth. 

However, since the book was published in 2004, it doesn’t cover Krispy Kreme’s later struggles, including accounting scandals, over expansion, and various leadership departures.

In summary, Making Dough is a worthwhile read for anyone interested in Krispy Kreme’s history, retailing, franchising or brand-building – just keep in mind it covers a limited time period in the company’s history.

Filled with interesting anecdotes and fascinating facts, Making Dough tells the compelling true story of a company that has managed to maintain a wholesome, small-town image, while achieving phenomenal success through a mixture of customer loyalty, high product standards, technological advancements, and community involvement.

Making Dough shows you how Krispy Kreme’s delectable delights rose to the top and continue to tempt the world. Pour yourself a tall glass of cold milk, grab a napkin (or six), and get ready to discover why, when it comes to donuts, there’s just no beating the OG (Original Glazed, that is) as it comes hot off the line.

Step right up and grab a front-row seat, folks, because we’re about to take a deep dive into the sugary, caffeine-fueled world of Dunkin’, the coffee and donut juggernaut that’s been keeping America running for over seven decades. From its humble beginnings as a single coffee shop in Quincy, Massachusetts, to its current status as a global breakfast behemoth with over 12,000 locations worldwide, Dunkin’ has been serving up smiles and satisfying cravings with its iconic pink and orange logo. 

But what’s the secret sauce behind this donut dynasty? How did a simple coffee and pastry shop become a cultural phenomenon, inspiring everything from wedding cakes to sneaker collaborations? Is it the mouth-watering aroma of freshly brewed coffee that lures in bleary-eyed commuters every morning? The dizzying array of colorful, creative donut flavors that make your taste buds do a happy dance? The warm, friendly atmosphere that makes you feel like you’re part of one big, donut-loving family?

Around the Corner to Around the World: A Dozen Lessons I Learned Running Dunkin’ Donuts by Robert Rosenberg is an enlightening memoir and business guide from the former CEO of Dunkin’ Donuts. Rosenberg recounts his experiences and shares the wisdom he gained during his 35-year tenure leading the company. The book is structured around twelve key lessons, each encapsulating essential insights and strategies that contributed to Dunkin’ Donuts’ evolution from a regional chain to a global powerhouse.

  1. Leadership is paramount.
  2. Family Businesses pose unique challenges.
  3. Quality matters.
  4. Effective planning process.
  5. Importance of striking the right balance between exploitation and experimentation.
  6. The tasks and character of an effective CEO.
  7. The importance of trust and mood in coordinating action.
  8. The exceptional benefits of franchising.
  9. Innovate – test – iterate.
  10. Alignment is critical.
  11. Pick and groom a successor.
  12. Transferable lessons for a life well-lived.

Around the Corner to Around the World offers a candid and engaging look at the challenges and triumphs of running an iconic American business. Rosenberg’s storytelling is straightforward, insightful, and often humorous. He doesn’t sugarcoat his own mistakes or the difficulties Dunkin’ faced.

The book is more than just a corporate history. Rosenberg uses his experience to draw out broader lessons about leadership, entrepreneurship, branding, and adapting to change. Many of these lessons, like the importance of hiring talent, fostering innovation, and understanding your own strengths and weaknesses, will resonate with business leaders in any industry.

At the same time, the book provides a fascinating inside look at the evolution of Dunkin’ Donuts. Rosenberg offers detail on key decisions and turning points, like the creation of Munchkins, the introduction of bagels, and the shift away from a wholesale model. He’s honest about the missteps, like ill-fated attempts to expand to Europe and California.

One minor critique is that the 12-lesson structure can feel a bit forced at times. Some lessons overlap or could be combined. Additionally, those looking for a tell-all may be disappointed. While candid, Rosenberg focuses more on business lessons than personal gossip. Finally, though published in 2020, the time period covered ends in 1998 and thus lacks all the changes made in the last two decades.

Overall, Around the Corner to Around the World is an insightful, engaging read for anyone interested in business leadership, entrepreneurship, or the history of an iconic American brand. Rosenberg comes across as a sincere, savvy leader who played a pivotal role in Dunkin’s success.

Around the Corner to Around the World will make you want to grab a cup of your favorite Dunkin’ brew, sit back, and get ready to discover why America truly “Runs on Dunkin’.” But be warned: by the time you finish reading, you might just find yourself craving a Boston Kreme or a Munchkin (or a dozen).


In the ever-evolving landscape of business and entrepreneurship, the enduring success of Krispy Kreme and Dunkin’ Donuts serves as a testament to the power of unwavering commitment, strategic innovation, and a deep understanding of customer desires. These doughnut dynasties have not only satiated our collective sweet tooth but have also imparted invaluable lessons on branding, leadership, and the art of building a dedicated following. As we savor the insights gleaned from their remarkable journeys, we are reminded that true greatness often lies in the simplest of pleasures – a warm, freshly baked doughnut and a cup of coffee shared with loved ones. In a world of ever-changing trends, the timeless allure of these doughnut empires reminds us that sometimes, the sweetest things in life are the ones that never go out of style.

In your donut appetite is still not satisfied, here’s few more articles to fill you up!

Donut Nostalgia: A Journey from Childhood Treats to Adult Indulgences

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From the moment we walk into a donut shop and smell the tantalizing aroma of the dough rising, then watching the process of ingredients becoming a finished product, and finally sinking our teeth into a soft, sugary donut, these sweet treats become an integral part of our lives, weaving themselves into the fabric of our memories.

As we journey through childhood, adolescence, and adulthood, donuts remain a constant companion, reminding us of life’s simple pleasures and the joy of sharing experiences with others.

For many of us, childhood memories are synonymous with weekend trips spent at the local bakery, eagerly pointing to our favorite donut behind the glass display case. The warm, sugary aroma would fill the car on the ride home, tempting us to sneak a bite before arriving at our destination. My earliest recollection of donuts is connected to Krispy Kreme, both as a special part of a trip to downtown Nashville, TN for a visit to the bakery there, and to those same donuts being served as a part of the annual Thanksgiving breakfast at our church. On the map below, you can find the Krispy Kreme logo sandwiched in between two other notable bites. Later on, shopping, doctor’s visits, or similar trips to the the nearby town would often included a stop at the donut shop, where we would savor the soft, fluffy texture and sweet glaze, a moment of pure bliss.

As I grew older and entered high school and college, donuts remained a staple in my life. During high school years, donuts were not a regular part of our weekly “hanging out” but were still looked forward to. In college, late-night study sessions were made more bearable by the cry of “Let’s go to Ralph’s!” – a 24-hour donut shop located minutes from our school. Our studies soon forgotten, each person debated the merits of their favorite flavor. Jelly-filled or chocolate-frosted? Classic glazed or sugar-sprinkled? The choices were endless, and the arguments passionate. Even going on 50 years later, conversations with college friends inevitably – and quickly – turn to a Ralph’s story. On the map below, that memory is marked with a chocolate donut.

Following college into graduate school and part-time work, donuts became a part of both campus and work life. Entering the workforce, I discovered that donuts had a special place in office culture. The excitement of “Donut Fridays” would ripple through the office, as coworkers bonded over their shared love of these sweet treats.

During the ensuing decades of life, with children of my own, the familiar special stops at a donut shop became a part of our family rituals. As I recalled from my own childhood, a donut is amazing therapy for the (imagined) trauma of a doctor’s visit. With four children, I was able to benefit greatly from their experiences!

In the last decade, as my work travels took me all over the country, my donut fondness took on a whole new meaning. As a part of my consulting work, I traveled to dozens of churches for weekend visits, and I took advantage of those trips to indulge in some of the best independent or small chain donut shops across the country. On the map below, the glazed donuts with a bite out are a representative sample of the most memorable of those shops.

These road trips and adventures were incomplete without discovering hidden gem donut shops in towns, the perfect “prep snack” for a long day of consulting work. In times of stress and deadlines, the soothing ritual of a donut provided a moment of comfort and indulgence, a brief escape from the demands of life.

Now, as I have grown (slowly) more health-conscious, I’ve learned to balance my donut cravings with a healthy lifestyle, savoring the occasional treat with mindfulness and appreciation. With my birthday, National Donut Day, and Father’s Day falling into a three-week period, you can bet I’ve temporarily shelved the “healthy lifestyle” for a quick visit (or two) to our local donut shop, Jelly Donuts. Marked with a chocolate striped donut on the map above, each bite from one of their donuts magically transports me back in time.

Throughout life’s stages, donuts have remained a constant source of comfort, nostalgia, and connection. They have been present at some of my most memorable moments, from childhood parties to college adventures and family celebrations. The enduring appeal of donuts lies not only in their delightful taste and texture but also in their ability to bring people together, creating lasting memories and shared experiences.

As I look back on my donut-filled journey, it’s amazing to realize how these simple treats have played a significant role in shaping my life. They have been a sweet companion through the years, reminding me to savor life’s little pleasures and to cherish the moments I have shared with others.

On the day before National Donut Day (June 7 this year), and the next time you bite into a soft, sugary donut, take a moment to reflect on the memories it evokes and the joy it continues to bring, one delicious bite at a time.

If you liked this post, check these out:

and of course, a baker’s dozen donut books!

A Round Look at the Hole History: The Donut’s Journey Through America

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From their simple beginnings to their status as a beloved treat, donuts have an undeniably sweet spot in American history. These delicious rings of fried dough have evolved from a simple snack to an icon of comfort food culture. As we embark on this sugary journey in anticipation of the upcoming National Donut Day on Friday, June 7, let’s explore the fascinating history of donuts in America.

A quick note: the spelling of doughnut and donut will be used interchangeably depending on the use from the source. No matter how you spell it, the taste is what matters!

Early Beginnings: Dutch Influence and the “Olykoek”

The story of the doughnut in America begins with Dutch settlers in the early 18th century. They brought with them recipes for “olykoeks,” which translates to “oil cakes”—a simple concoction of dough balls fried in pork fat. These early versions were not the perfect rings we know today but rather crude, often heavy balls of dough with a slightly raw center. 

In Glazed America: A History of the Doughnut, author Paul R. Mullins notes that these early doughnuts were enjoyed by families and communities during social gatherings, highlighting their role as a communal treat long before they became a commercial product.

The Invention of the Hole: A Delicious Innovation

The iconic donut hole was purportedly invented in 1847 by a young American sailor named Hanson Gregory. Frustrated with the undercooked centers of traditional donuts, Gregory had the brilliant idea of punching a hole in the middle, ensuring even cooking throughout. This simple yet revolutionary change transformed the donut into the perfect ring-shaped confection we love today.

In his book Donuts: An American Passion, author John T. Edge explores this anecdote, emphasizing how Gregory’s practical solution paved the way for the modern donut. The innovation allowed for consistent texture and easier mass production, which would become crucial as donuts entered the commercial sphere.

World War I: Donuts on the Front Lines

Donuts gained further prominence during World War I, thanks to the Salvation Army “Doughnut Lassies.” These brave women served donuts to soldiers on the front lines, providing a taste of home and boosting morale. The simple pleasure of a fresh donut offered comfort amidst the chaos of war.

A look at the history of the Salvation Army delves into this period, illustrating how the Doughnut Lassies not only fed the troops but also solidified the donut’s place in American culture. The soldiers returned home with a newfound appreciation for the treat, sparking a nationwide craving.

The Rise of the Donut Shop: Krispy Kreme, Dunkin’ and Beyond

The post-war era saw a boom in donut shops across America. Adolph Levitt began selling fried doughnuts from his bakery in 1920. Unable to keep up with the demand, he created a mechanical gadget in which the dough rings travelled along a channel overflowing with boiling oil and then once cooked, ascended a moving ramp before falling into a basket. In 1934, the World’s Fair in Chicago proclaimed donuts “the hit food of the Century of Progress,” propelling them into the culinary spotlight. Donuts were celebrated for their affordability, convenience, and deliciousness.

In 1937, in a rustic clapboard building on South Main Street in Winston-Salem, NC, Vernon Rudolph fried up the first original glazed Krispy Kreme doughnut. What began as a hole-in-the wall has blossomed into one of the world’s premier doughnut companies, a global cult icon and intriguing brand.  In March of this year, McDonald’s and Krispy Kreme announced a sweet update for doughnut fans everywhere: Fans will begin spotting Krispy Kreme doughnuts in their local McDonalds’s restaurants as part of a phased market rollout across the country.

Dunkin’ Donuts, founded in 1950 by William Rosenberg, played a pivotal role in popularizing donuts. With its focus on freshness and variety, Dunkin’ Donuts transformed the humble treat into a ubiquitous American staple. The brand’s catchy slogan, “America Runs on Dunkin’,” reinforced the donut’s role in daily life.

Modern Day: Gourmet Trends and Timeless Classics

Today, the donut landscape is more diverse than ever. Artisanal donut shops offer gourmet creations with unique flavors and high-quality ingredients, appealing to foodies and traditionalists alike. From bacon maple bars to matcha-glazed rings, modern donuts cater to a wide range of tastes and preferences.

Yet, despite these innovations, the classic glazed donut remains a favorite. Its simplicity and nostalgia evoke the essence of what makes donuts special: comfort, joy, and a touch of indulgence.

The history of donuts in America is a testament to their enduring appeal. From Dutch settlers to modern-day gourmet bakers, each era has contributed to the rich tapestry of donut lore. So next time you savor a donut, remember that you’re partaking in a delicious slice of American history.

In anticipation of National Donut Day coming up on Friday, June 7, here’s a baker’s dozen books from my library that will be a great addition to accompany your next sugary sweet donut snack:

Part of a regular series on 27gen, entitled Wednesday Weekly Reader.

During my elementary school years one of the things I looked forward to the most was the delivery of “My Weekly Reader,” a weekly educational magazine designed for children and containing news-based current events.

It became a regular part of my love for reading, and helped develop my curiosity about the world around us.