Don’t sell the dirty gas station donut

Remember back in the “old days” when getting a Krispy Kreme was a rare event that you could only manage by being in a town where one of their stores were located? Not only would people would drive across town get some, they’d drive several hours each way to grab a bunch of boxes and bring them back for a fund raiser, or a special event.

Folks, these are just DONUTS, but they turned them into a drive-across-town experience.

Not anymore.

Nowadays, you can find Krispy Kremes at Wal-Mart, in the back of a soccer mom’s minivan on the side of the road (as a fund raiser), or worse yet, on the counter at the dirtiest gas station convenience store in town.

It’s no longer an experience that you’d drive across town for, it’s JUST ANOTHER DONUT.

I can assure you that the last thing that Krispy Kreme wanted to be was just…another…donut.

They completely forgot that the hot-donut-experience (snicker) as well as a reasonable level of scarcity (please read Cialdini) is one of the things that got them to the must-experience donut party and made their product a premium brand.

Don’t let your product become the “dirty store donut”.

Thanks to Andy Sernovitz for bringing up yet another example of what happens when you lose focus and stop giving people a reason to talk about what you do.

One reply on “Don’t sell the dirty gas station donut”

  1. Coors went through the same thing. Remember the first Smokey & The Bandit movie? They’re driving to Texarkana to pick up Coors and take it back East. At that time Coors was only available in certain areas. College students like me would pay extra for six-packs brought into our “dry” areas. Today it’s just another beer, and IMHO, not a good one.

    But here’s the thing. While Krispy Kreme and Coors have lost that mystique, aren’t they making more money than before they were just another …?”

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