Tulio, Courtney

12021520
COBQUAL K38

Optional Activity 2
Comparative Product Analysis of Krispy Kreme and JCo Dougnuts

Short Background

Krispy Kreme
● Master franchisee is Max’s Group since it first landed in the Philippines in 2007
● 102 branches in the Philippines (all franchise-owned). Usually located in malls
and have been expanding in drive-thrus
● Price point: one piece of original doughnut is P49 and one dozen is P435.00
● Their best seller has always been their original glazed doughnuts which they
deem to be the “trademark” of their brand.

JCo
● Master franchise holder of JCo in the Philippines is Contemporain Foods Inc. It
first landed in the country in 2012.
● There are around 60 branches of JCo in the Philippines as of 2023
● Price point: one piece of original doughnut is P45 and a dozen is P405
● Their signature and best seller is their Alcapone doughnut; a doughnut topped
with Belgian white chocolate and roasted slices of almonds. They have also
been known for their doughnuts’ softness in every bite.

Analysis

Dimensions Krispy Kreme JCo

Aesthetic Taste: the original-glazed Taste: I get to have JCo

donut has a unique glaze
that coats the very soft
dough inside which I
personally prefer. It also
gives me a donuts are. Their donuts
melts-in-your-mouth
experience. As a coffee
lover, I love how the donuts
pair perfectly with a cup of
black coffee as well.
often as well since it is my
brother’s favorite. For me,
what makes JCo stand out
the most is how soft their
also tend to to lean toward
the sweeter side, and some
flavors I have found too
sweet or overwhelming.
Smell: JCo stores also
 Smell: upon entering a
Krispy Kreme store, the
freshly baked donuts are
almost always on display,
ready to be placed or
refilled on the donut racks.
This practice makes the
entire store smell so good
and appetizing, which I
love coming back to.
Serviceability Krispy Kreme always has
donuts ready to be sold
and enjoyed by their
customers, making their
service almost always
exemplary. Since I go to
Krispy Kreme often, I have
also noticed that the staff
are very welcoming and
greets all customers with a
smile.
Conformance As a frequent customer of
Krispy Kreme, I believe that
the characteristics of their
donuts i.e. smell, size, and
the texture match the
standards of customers
consistently. Each time I
eat their donuts, I am
greeted with the
melts-in-your-mouth
experience. As per the
ambience and design of
their stores, I’m impressed
with how they have kept a
cozy ambience and a
signature smell consistent.
I like how they have also
branched out to building
drive-thru Krispy Kremes
so that customers on the
go can get to enjoy their
have a donut smell, but I
noticed that it’s not that
consistent in other
branches. Their donuts
also aren’t as fragrant as
Krispy Kreme’s.
I’ve had unfortunate
experiences in buying
donuts in JCo stores where
I had to wait long either
because of not having
donut flavors ready or
because the branch was
undermanned.
I believe that JCo definitely
conforms with their
customers’ standards
especially when it comes
to the softness of their
donuts. Their best-seller,
the Alcapone donut, has
evidently created its own
consumer base because of
its unique taste and
softness as per usual.
JCo’s loyal customers are
also more used to a menu
with a wider variety, as
their menu comes with
sandwiches, more
customized drinks, waffles,
etc. compared to Krispy
Kreme, where its menu is
more limited compared to
JCo’s. Based on
 donuts and coffee. observation, there have
been times where I tried to
get something other than
donuts off their menu, but
such products were not
available.

Conclusion

Though the dimensions and explanations considered above are towards my

personal experiences, I did my best to assess them from a customer perspective,
which I thought was best done by remembering my encounters with the two doughnut
chains. Krispy Kreme and JCo’s customers have no grey area– it’s either you like
Krispy Kreme more, or like JCo more. The determinant of which donut chain is better
is very subjective since their price points are relatively just the same (with Krispy
Kreme’s one piece donut being more expensive by Php 4 only). However, considering
the dimensions discussed above and evaluating the two donut chains as a customer,
it is safe to say that Krispy Kreme takes more efforts into achieving quality. The fact
that most branches have a very distinct feel and ambience, along with the unique
design of some of the shops where the customers can see the donuts being baked
and glazed, is what trademarks their freshly baked donuts daily and is what keeps
their brand a “classic”. As a customer, I also really appreciate the lengths they take to
create more drive-thru branches for those who want to have breakfast or a snack on
the go. Additionally, Krispy Kreme’s fast service is very commendable and it is very
rare for them to not have a certain donut flavor. These things are what stands out to
me, as a customer, and what gives Krispy Kreme value and differentiates itself from
JCo.