This Krispy Kreme brand book is confidential and intended for internal distribution only. Do not copy, post, or share this book. The contents of this book are for reference only and are not intended for advertising or promotional usage.

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But

why

wou

ld yo

u need a whole book about a doughnut?

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BecausE YOU have to tell our story.So it's probably important you know

And anyone whipping up the Krispy Kreme experience has to be as great as the Original Glazed Doughnuts we’re whipping up.

the

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Origins of the original

LIVE-A-LOTTERS

CONNECTING WITH LIVE-A-LOTTERS

DEFINING OUR PERSONALITY

LOVING OUR EQUITIES

MAKING DOUGHNUTS FRESH EVERY DAY

BEING INCREDIBLY INNOVATIVE

BEING CULTURALLY RELEVANT

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HISTORYORIGINS ORIGINALof the

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The year that Vernon Rudolph brought to life his secret

yeast-raised doughnut recipe in an old warehouse

in North Carolina. He originally started making his

delicious doughnuts to sell to grocery stores.

He noticed quickly that the irresistible smell of those

same doughnuts destined for delivery was wafting

out onto the streets and into the noses of passersby.

But, being on their busy commute, they kept walking

instead of coming inside.

1937The year was

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THE ORIGINAL DOUGHNUT RETAIL SHOP, KRISPY KREME, WAS BORN.

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As serendipity would have it, this “hole in the wall”

also allowed people to watch the doughnuts being made.

And so began the iconic Krispy Kreme experience:

DOUGHNUT THEATER.

Still magically mesmerizing millions of people today.

As one shop became two, and two grew to four shops and more,

so did the number of times per day doughnuts were made.

So a big, beaming neon sign was created to let everyone

know their favorite treat was ready. Hot. And Now.

They called it the “Hot Now” sign. Genius.

And our fans love it to this day.

• • • • • • • • • • • • • • • • • • • • • • • • • •

• • • • • • • • • • • • • • • • • • • • • • • • • •®

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Speaking of fans...

EVERYONEloves DOUGHNUTS.

Men, women, grandparents, preschoolers, nurses, firemen, musicians, and everyone in between.

But if we try to be relevant to everyone, we end up being relevant to no one.

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They are the people who will influence the way we design everything, from our shops to our menu to our communications.

They’re the core Krispy Kreme guests who share our brand values and will help us build our brand for the future.

SO who’s THE CENTEROF OUR UNIVERSE?

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Sure, they’re adults, doing adult things, like saving to buy a home, paying bills, and being moms and dads, but they always make it a point to get on Fun’s calendar. And they like to take a big, delicious bite out of life every chance they get.

They are the life of the party and the first ones on the dance floor.

They make time for spontaneous get-togethers, have sing-alongs in the car, and send the all-staff emails that say, “Doughnuts in the breakroom for Taylor’s 30th!”

They’re in the stands on Saturdays woot-wooting for their local team and at home playing charades on family game night.

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They’re a positive force to be Reckoned with. The type of people

THE WORLD NEEDS

OF.

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and they’re itching at every moment to get people together and to do things that make

EVERY MOMENT

MEANINGFUL.

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A physical place made of bricks & drywall, but also a bite-induced happy place you go to in your mind

to spend a few magical moments with your soul.

A happy place

Our brand of awesome is a special place.

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It's a place where doughnuts have their own

roller coaster.And each one comes standard

with the feeling of eating a cloud. A delicious, warm cloud.

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A sensory-overloading treat

that transports our guests to

another mood through every

fresh doughnut, green-dotted

box, and crisp paper hat. 

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We’re not fancy or frilly. We’re simply uncomplicated and down to earth in the way we look, sound, and

act. We do what we do with the most care possible to make the most awesome doughnuts on the planet.

We stay true to one idea: Be simply delicious. And be authentically Krispy Kreme.

Like this kind of Simple

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Friendly and inclusive. Not sentimental, sappy, lofty, or grandma’s quilt brand of cozy. More like

running into a good friend you haven’t seen in years and picking up right where you left off.

Like this kind of warm

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And sometimes even funny. But not overly funny or trying too hard to be funny... we’re not about punchlines. Our fun is a smile. It’s getting together with your besties and not looking down at your cell phones. It’s you, dancing

in the car. It’s a huge dose of warm and friendly, with a little side of playfulness.

Like this kind of FUN

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Like this kind of FRESH

Fresh, just like our Original Glazed Doughnuts. But also fresh in our way of thinking. We’re a home of “first-evers.” The first-ever Hot Now sign that’s triggered by freshness.

The first-ever place to turn a glazer into Doughnut Theater. The first-ever same-day doughnut delivery system for

optimal freshness in markets. Because for us, fresh is more than a hot-off-the-glazer doughnut. It’s also an attitude.

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Like this kind of TIMELESS

Literally time-less. Without era. We are as relevant today as we were yesterday as we will be tomorrow. Being timeless means we are neither old-timey nor trendy. Our timelessness

is the receipt of our commitment to keeping things simple, warm, fun, and fresh. Timeless also applies to consumption. Whether it’s first thing in the morning or a midnight snack, no

time defines the right time to enjoy a Krispy Kreme doughnut.

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howdo webringit alltogether?

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We will live our

TRUTHS & GROW to the future

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The sole reason we exist today is because people fell in love with the Original Glazed Doughnut all those years ago.

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Greatness takes hard work. Which is why we’re committed to doing things the right way, even if it’s not the easy way.

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Another way we demonstrate that our brand truly understandsour audience is through originality and innovation. We’ve been doing things differently since day one, and we aren’t stopping now.

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From the moment they visit our shops, or pay with our app, or order delivery, we want

and need them to feel the difference.

And the thing is, when we get it right,we earn the right to charge more.

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Just because we are an old brand doesn’t mean we should act that way. Our audience is constantly evolving and craving a “this brand gets me” connection. We help people feel that connection with great communication and the most awesome doughnut experience that matches the interests of our guests.

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We must move at the speed of cultureand communicate in ways that feel of-today, seamlessly

integrating into our guests’ lives, wherever they are.

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And that’s the story of the Original Glazed Doughnut that glazed the world and the fans who regularly seek us out. Because

when people find themselves at Krispy Kreme, once they’ve experienced it just one time, they’ll be back again and again. Because that feeling actually is something money can buy.

So go forth. Tell the world our story and bring them awesome moments by the dozens.

SO THAT’S IT.That’s Krispy Kreme.

©2017 KKDC For internal distribution only.

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