David Skena on customer behavior
From Old School Strategies in a Digital World | How Krispy Kreme Brands Itself · · David Meltzer TV
“The better customer for Krispy Kreme in the long run is not the person who stops by 10 times a year but the person who drives four hours each way twice a year and brings 10 dozens home. Intensity of liking creates long-term brand health.”
On , David Skena, Chief Growth Officer at KRISPY KREME INC, spoke about customer behavior during Old School Strategies in a Digital World | How Krispy Kreme Brands Itself on David Meltzer TV.
About David Skena
Dave Skena, Global Chief Brand Officer at Krispy Kreme (previously Chief Marketing Officer), has described his marketing approach as prioritizing earned media and word-of-mouth over traditional advertising. He stated that the company eliminated television, radio, and out-of-home advertising, instead focusing on insights and creative-driven earned media strategies. Skena has emphasized measuring "brand love" quantitatively, defining it as customers who rate the brand a ten out of ten, and said this metric is the most important indicator of long-term brand health. He has also discussed the company's "acts of joy" initiatives during the COVID-19 pandemic, including giving free donuts to healthcare workers and offering a free donut to anyone who received a COVID-19 vaccine. Skena has highlighted the importance of partnerships with other sweet indulgent brands such as Oreo, Hershey's, and Chips Ahoy, describing these collaborations as a "win-win" that benefits both brands. He has noted that Krispy Kreme expanded its digital delivery capability nationally in February 2020, which he said led to digital sales generating double-digit percentages of revenue. Skena has also discussed the company's "Delivered Fresh Daily" program with Walmart, which he described as the first time the brand achieved nationwide access through grocery distribution. He has stated that the company's most important product remains the original glazed doughnut fresh off the line, which he called a "one-of-a-kind" experience.