The Krispy Kreme story is one that inspires. Started in the 1930's, Krispy Kreme remains a classic icon of American life thanks to Vernon Carver Rudolph, the founder of this delightful doughnut shop. Rudolph's legacy began when he took his doughnut business to Winston, Salem accompanied by two buddies, $25, some doughnut making equipment, a secret recipe, and of course, the Krispy Kreme name. In order to make money Rudolph needed to be able to deliver his goods to customers. With his limited funds forcing him to get creative, he redesigned (and by redesigned we mean dismantled) the backseat of his 1936 Pontiac to make room for a delivery rack. And the rest, as they say, is history. Today, Krispy Kreme has more than 360 locations in the US, as well as a sprinkling of stores in the UK, Mexico, Australia, and Canada. Together Krispy Kreme stores make about 7.5 million doughnuts a day for a whopping total of 2.7 billion doughnuts per year.

Krispy Kreme has proven that they can grow, even while battling the growing health trend, without losing sight of their original vision. The Krispy Kreme Company has redefined the doughnut industry and revamped a timeless brand to appeal to a modern day audience. But how? Perhaps Krispy Kreme is so successful because of the emotional response their products create. Going to Krispy Kreme is more than going to a doughnut shop, it's like going back in time to the 1940's when life was simpler and we weren't always in such a hurry to get to our next stop. Every Krispy Kreme feels like home, their shops are friendly, inviting, and experiential-three elements that work to create an emotional response. This coupled with the fact that you can see the doughnuts being made, or catch a new batch whenever the "Hot Doughnuts" sign is lit up gives people an incentive to go in. Krispy Kreme creates a sense of immediacy and escape for their customers. Their brand brings people together and reminds them of just how sweet life is.