What Went Wrong with Krispy Kreme?

How can a company become wildly popular—and then grow its way into trouble?

In What Went Wrong with Krispy Kreme?, students investigate the rise, fall, and strategic challenges of one of America’s most recognizable brands. Built around Michael Girdley’s engaging business case video, this 50-minute lesson explores marketing strategy, distribution, growth, customer experience, and brand positioning.

Students consider a provocative question: Can making a product easier to buy actually hurt the brand? As they watch the video, students use an evidence tracker to examine Krispy Kreme’s famous fresh-doughnut experience, the “Hot Now” concept, rapid expansion, and increasing wholesale distribution.

Students then become business strategists, developing recommendations for how Krispy Kreme could pursue national growth without sacrificing the qualities that made the brand distinctive. They apply concepts involving product, distribution, promotion, positioning, and strategic growth while supporting their recommendations with evidence from the case.

Aligned with the NBEA National Business Education Standards for Marketing, this lesson demonstrates how marketing-mix decisions can influence customer perceptions and long-term brand strength.

The resource includes a complete Instructor Edition, printable Learner Edition, video evidence tracker, collaborative strategy activity, vocabulary, assessments, quiz, exit activity, and teacher answer key.

Designed for: Secondary business and marketing courses
Time: 50 minutes
Content Area: Marketing