Max’s Group has been the master franchisee license of the global Krispy Kreme brand. The brand boasts a storied heritage as an American doughnut and coffee company founded in 1937 in North Carolina, USA. To ensure a successful launch and a steady entry to the mainstream, I worked with a group of experts to help define the organization’s key strategic themes, objectives, and critical measures.

The project had four distinct components – (1) definition of the strategy and identification of the emerging themes, (2) creation of objectives based on the current strengths and realities, (3) identification of measures for each objectives, and (4) development of initiatives to achieve strategic objectives. The following interventions, workshops, activities and tools were used – Blue Ocean Strategy Workshop, Strategic Planning + Execution Workshop, Strategic Planning + Execution Card Play, Scorecard Development Canvass, and Performance Management Workshop.

We were able to uncover the pain points and discovered an ocean of non-customers with Blue Ocean Strategy Workshop. We also systematically reconstructed market boundaries and developed alternative opportunities. With the Strategic Planning + Execution Workshop and Strategic Planning + Execution Card Play, we attained alignment and traction for overarching strategies that drive bottom-line results and used strategic insight to create compelling business initiatives for the organization. In developing the organization’s scorecard we were able to communicate the strategy to the rest of the members of the organization using the Scorecard Development Canvass. We were also able to align the day-to-day work and prioritized the projects, products, and services through this method and tool. Finally, through the Performance Management Workshop and Canvass, we were able to link individual employee objectives with the organization's mission and strategic plans.

To this day, Filipinos and other doughnut-lovers continue to flock to the stores for a hot-off-the-line Original Glazed doughnut especially once the Hot Now light switches on. Krispy Kreme is by far the best doughnut brand in the Philippines. It is seen as the leader on freshness and taste and the brand has vastly improved its value perceptions since 2010. In part because of its strategies, improvements in the brands awareness, usage, perceptions and emotional affinity, Krispy Kreme’s Brand Value Index is now at an outstanding level since 2010.