Business Case Transformation Study
Krispy Kreme Doughnuts®
Number of Units
Approximate Number of Employees
Winston Salem, NC
The Krispy Kreme® Experience
We had surveillance systems before installing DTiQ, but the technology was very old and outdated. In order to use the loss prevention and operations program, you had to be in the store to view the data. This really limited our usage. Plus, with those VCR systems, tapes would run out or turn off and no one would know for days or weeks at a time.
“DTiQ has helped increase our profit margin. We have also seen significant returns based upon the reduction of employee theft. We can identify abnormal conditions and then rectify those situations.”
After a few years, we realized the need for an updated system. We were looking for a surveillance system that would allow us to stream video back to the corporate office and we wanted it to have very high video resolution. We also needed a product that was financially acceptable for a cost benefit. Ease of operation of both live and historical data were critical, as well as data retention. Finally, we needed to be sure that video data would be accessible for a significant amount of time and at a reasonable cost.
We have now had DTiQ’s system installed for some time and are using it in so many different ways. We use it a great deal for spot-checking customer service. It has really become a great tool to enable us to ensure that we are upselling and treating our customers well. Part of the Krispy Kreme philosophy is to create a comfortable environment for customers, which will keep them coming back. DTiQ helps us reach that goal. DTiQ has helped increase our profit margin. We have also seen significant returns based upon the reduction of employee theft. We can identify abnormal conditions and then rectify those situations. We have been able to re-evaluate labor hours and know if people are just hanging out instead of working while on duty. Some employees have made significant improvements in their behavior because they know that we are monitoring them. This has helped our operation overall.
I love the SmartAudit™ tool. I post the report on our web portal so that store employees can review it. We use it to monitor things like up-selling, restaurant cleanliness, uniforms, and safety violations. Also, we can review employee transactions to make sure they are consistently ringing up all the items ordered and not applying questionable discounts. The SmartAudit™ is a big help in the employee discount arena. We found a lot of employees giving their friends discounts and that practice has dissipated a great deal.
Also, with DTiQ, we have been able to combat employee and customer slip and fall complaints as well as others. Our risk department can depend on us to provide needed footage, which has been very helpful for resolving injury claims on the premises. Most district attorneys will not prosecute misdemeanors; but, when we have video evidence to support a felony conviction we can prosecute, and that is when DTiQ has been extremely valuable for us. It’s not the $1,000 that we will hopefully recover from an incident but the $10,000 that we’ll prevent from being taken in the future. DTiQ has really come through in several unfortunate circumstances.
Overall, our experience has been great. I have recommended DTiQ to several franchisees and will continue to do so. I’m a big fan of the system and am glad we made this commitment and investment. I look forward to working with them for a number of years.
About Krispy Kreme
Krispy Kreme is a leading branded specialty retailer and wholesaler of premium-quality sweet treats, including its signature Original Glazed® doughnut. Headquartered in WinstonSalem, N.C., the Company has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937. Visit www. krispykreme.com for more information.