Although it began humbly in 1937, Krispy Kreme and its 300 retailoutlets in America sell more than two billion doughnuts a year. Seeking the secrets of Krispy Kreme's enormous success, Kazanjianand Joyner, both business writers, offer a tantalizing taste of thecorporate strategies that have established the company'sreputation. Drawing on interviews with company employees, businessprofessors and customers, the authors discover that the recipe forKrispy Kreme's sweet success contains 12 major ingredients, such as„mix good taste with show business,“ „maintain high standards,“„expand and protect your brand“ and „give back to the community.“As the authors point out, the company has very shrewdly customizeits stores down to the windows that provide an opportunity to watchthe process of doughnut making. Such tactics draw customers intothe baking experience itself and make them feel like part of thelarger Krispy Kreme „family.“ The authors also point out thatKrispy Kreme has depended primarily on word of mouth, goodcommunity relations and repeat business to promote their products. In order to ensure quality, Krispy Kreme puts applicants forfranchises through an elaborate screening process, often refusingeven seasoned fast food franchisees because they do not fit thecompany's image. While the authors repeat many of the same storiesfar too often and sometimes sugar over the company's faults, theyhave written an enjoyable profile of one of America's most lovedcompanies. (Oct.) (Publishers Weekly, August 18, 2003) Customer loyalty plays a big role in the success of any company, and given that Krispy Kreme's fans are legion, it makes sense thatKazanjian (Value Investing with the Masters) and Joyner (News & Record magazine) relate stories of the die-hard donut lovers inthis comprehensive history. The authors go back to the company'sfounding in 1937, purchase by Beatrice Foods in 1976, subsequentpurchase in 1982 by franchise owners, and IPO in 2000, coveringtopics such as growth, marketing, employee turnover, andphilanthropic efforts. Since going public. Krispy Kreme hasembarked on a more aggressive expansion campaign, and the authorsoutline the rigorous screening that potential franchise developersmust go through. Along the way, Krispy Kreme has diversified byacquiring a coffee-roasting company and a line of bakeries. Thelast part of the book includes a company time line as well asnotes. Recommended for all libraries, especially those in NorthCarolina, where the company has its headquarters. (Index not seen.)--Stacey Marien. American Univ. Lib. Washington, DC(Library Journal, September 1, 2003)