Krispy Kreme's Essential Ingredient - ' Krispy Kreme Base Case '
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Headquarters: P.O. Box 83, Winston-Salem, NC 27103
Phone: 1-800-4KRISPY
Business: Doughnut shops, some owned and some franchised, selling to retail and wholesale markets
Chief Information Officer: Frank Hood
Financials: $394 million in revenues, net income $26.4 million (fiscal year 2002)
Challenges: Support rapidly growing number of stores without linear increase in information technology costs
Baseline Goals:
Limit error rate to 1.05%—or below—for online orders (Current rate: 0.51%)
Maintain 10% year-over-year growth in same-store sales
Double percentage of revenue derived from coffee sales from 5% to 10%
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Projects: Supply Chain 
