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You have to diversify a little to survive. Slow movements into international markets has been a big problem, because their competitors already started over seas, but Krispy Kreme has failed to do so, resulting in lost market share. Finally, the idea of rapid expansion has hurt them, because they forgot about the stores they already have, which results in poor performance.
Krispy Kreme does have some opportunities though. One of them being offering premium coffees and beverages. This would allow for a multi focus approach and increase sales. Secondly, healthier donuts would help because regular donuts are seen as bad for you and with the low-carb craze going on; it would help attract new customers...
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