What Dumb Companies Do in a Recession (Krispy Kreme) February 20, 2009

Just back in from a donuts with dad “breakfast” at my kids’ elementary school. Two weeks ago the local Krispy Kreme franchise offered to donate several dozen donuts for the event. Yesterday the folks from school went to pick them up and were told by Krispy Kreme “we can’t be giving away donuts, there’s a recession going on, didn’t you notice?”

What a bunch of morons.

Here’s what a smart entrpreneur would have done.

1. Delivered the donuts in a Krispy Kreme truck that remains parked just outside the door while the event is going on.

2. Brought a banner to hang up over the donut table that said “Donuts Courtesy of Krispy Kreme, Ask How You Can Get YOUR Free Donuts”

3. Stayed during the event, handing out coupons for more free donuts, coffee, redeemable within 5 days at the store (thus driving traffic through the front door)

4. Started the Krispy Kreme Birthday program and had the kids (its an elementary school) and their parents signing up for the “free donut on your birthday program.”

Don’t you think that in a recession this company could have thought of any of this to drive more folks through the door this weekend? Morons.

Instead, they’ve got a couple of hundred parents saying Krispy Kreme, what a bunch of cheapskates.

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