(Business 2.0) – How do we create buzz? I don't think we do. All the hoopla around our store openings--where people camp out and line up overnight--is truly a phenomenon. It's spontaneous. We don't advertise our store openings. We typically tell the press about an opening, and then it gets reported. We deliver doughnuts to local charities, businesses, and the media. It's very grassroots.

Once camping out at store openings started happening, we decided to support it. We do this by making it more comfortable for campers. So we set up tents if it rains. In Australia we even showed a movie outdoors. We believe in playing into people's natural connections to our brand and the ways they choose to express that. I think that creates a lot of power and energy.

The whole energy around Krispy Kreme is that we're trying to elevate an experience that's already occurring naturally. We have a humble brand and product. It's not flashy. We try not to overpromote, self-promote, or be audacious. We want every customer experience to be associated with good times and warm memories.