Krispy Kreme Strategic Brief

Project Definition

This project is to redesign the website of Krispy Kreme to enhance the visual attraction toward the target audience.

Krispy Kreme, a chain of doughnut stores which serves up a variety of doughnuts and coffee. Krispy Kreme has expanded their business throughout the world.

Therefore, the website should be enhanced in both interface and usability to attract their target audience and brings in potential user. Redesigned website will able to present the famous international brand in both attractive and informative way to achieve the purpose of promoting their products.

Current Site’s Analysis & Goals

The purpose of Krispy Kreme’s website is to showcase their products and introduce the brand to user. Besides that, it provides clear location information for the user to visit. Krispy Kreme’s website also provides a platform for user to give comments and suggestions to Krispy Kreme. Other than that, it provides updated news and offers of Krispy Kreme to keep user coming back.

Current Krispy Kreme’s website has good brand identity with the green polka dots background which it’s the packaging of Krispy Kreme, yet it’s unpleasant to the eyes. Besides, Krispy Kreme website’s color scheme is overall too harsh. Therefore, the color scheme should be reconsidered.

Apart from color problem, the quality of the images is bad. Jagged images make the site look unprofessional. Furthermore, the website is inconsistent in layout and grid system. There is double scrollbars which is inconvenient to user. In additional, the malfunction of “Doughnuts” page failed in conveying the product information. Besides that, the navigation buttons are lack of attractive.

In terms of typography, current website doesn’t have a consistent typo system. Information structure is unattractive. Hence, improvement of typography system should be done in Krispy Kreme’s website to increase the interest of user to read on the information.

 

Client’s Analysis

Background Information:

Krispy Kreme, a well-known chain of doughnut store that originated in Winston-Salem, North Carolina. It was founded in 1937 by Vernon Rudolph. Krispy Kreme has grew rapidly and expanded to worldwide. For consistent quality, Krispy Kreme developed into a system that delivered the perfect doughnut mix with the new automatic doughnut cutter machine. Krispy Kreme sells Whole Wheat Glazed and lesser trans fat doughnut in attempt to provide a healthier products to customer. Besides, they provide a comfortable environment for dine in customer.

Mission & Vision:

Mission: To touch and enhance lives through the joy that is Krispy Kreme.

Vision: To be the worldwide leader in sharing delicious tastes and creating joyful memories.

Unique Selling Point:

The store emphasizes their signature treat “Original Glazed doughnut”.  Besides, the “Hot Doughnut Now” light is a unique concept to attract customer with warm Krispy Kreme doughnuts.

Position & Cultural value:

Krispy Kreme has established itself as the quality leader in the doughnut industry.
Doughnut is a newly formed trend to public in Malaysia. The colorful and joyful looking doughnuts has brought doughnut to parties and celebrations.

Short & Long-term Site Goals

Short-term site goals:

Provide interesting information and frequently updated news for users to keep visiting the website.

Long-term site goals:

Build trust and confidence on users.

Target Audience

Young adults aged from 20-30 years old are the primary target audience of Krispy Kreme, especially female with middle to high income rate. Secondly are families with middle income rate.

Potential audience: Teenagers aged from 14-19 years old.

Competitor’s Analysis

Krispy Kreme competes with numerous well-established food service companies. The company competes with other doughnut retailers and bakeries, specialty coffee retailers, fast-food restaurants, delicatessens, take-out food service companies.

Dunkin’ Donuts:

Dunkin’ Donuts is a well-known donut and coffee retailer founded in 1950 by William Rosenberg. Dunkin’ Donuts today is more focusing on coffee compared to donuts.
The company is well-known for their advertising. They have built a strong brand identity with their corporate color which are pink and orange. Dunkin Donuts mainly targets young adult and business person from aged 20-35 years old.  

J.CO Donuts:

J.CO Donuts & Coffee is a donuts and coffee retailer newly founded in 2005. This new born company is growing fast in South-East Asia. As of October 2010, J.CO Donuts has 87 outlets throughout Asian countries. They have branded their products in a younger outlook to attract younger customer.  

Starbucks:

Starbucks is an international coffee chain founded in 1971. The company has expanded rapidly to worldwide. Starbucks is the largest coffee retailer company in the world.
Starbucks branded their product in a high-class appearance which targets on middle to high income rate business person. Secondary audience is young adults. Good services and quality of their product are highly controlled by Starbucks to keep customer coming.