Uncle Steve thinks so. I happened to be on the periphery of the whole Krispy Kreme collapse a couple of years ago and one thing I said at the beginning was that Krispy Kreme’s expansion plans were going to be its downfall. Adding more stores was okay up to a point, but then putting the donuts in every gas station and big box store, was a tad greedy.
The allure of Kripsy Kreme is that it’s a sweet treat, and too many treats are like to many creeps (Bush Tetras reference.) Starbucks building 7 stores a day is evidence of that same insatiable build-out thing that many marketers fall prey to. It’s like a drug addiction. The company plans to build 10,000 stores over the next 4 years. I know it’s a big world, but come on. As Lou Carnesecca once told me when referring to Bobby Knight’s erratic, driven behavior “How many cars can you drive? How many steaks can you eat?
Slow down, Mr. Schultz and smell the chai!