CEO: Krispy Kreme's iconic brand drives its success

05/29/2013 | American City Business Journals

A recent turnaround by Krispy Kreme Doughnuts has sparked comparisons between the quickservice breakfast chain and competitors such as Dunkin' Donuts and Starbucks, but CEO Jim Morgan said Krispy Kreme is in a different class than its peers. While competitors dabble in broader menu options to entice morning commuters, Morgan said the emotional connection between Krispy Kreme's customers and the iconic brand will continue to propel the company forward.

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