BACKGROUND
Krispy Kreme is a leading branded specialty
retailer of premium quality doughnuts.
Founded in 1937
in Winston-Salem,
North Carolina,
they currently
operate 388 stores in 43 U.S. states, Australia,
Canada, Mexico and the United Kingdom.
Krispy Kreme is carefully building a strong
international brand as they continue their
expansion in North America, South America,
Asia and Europe.
CHALLENGES
As a growing franchise, Krispy Kreme is constantly
updating training manuals, videos, computer-based
training modules and web content which is then translated
into several Asian and European languages. These
frequent version updates make leveraging an absolute
necessity in order to keep localization costs down.
Another critical challenge for Krispy Kreme is maintaining
their branding across international markets.
These branding issues are very delicate because they use
client-specific terminology which differentiates them
from competitors in their market.
Krispy Kreme also faces a challenge in creating consistency
among various departments (R&D, Training,
Manufacturing Services & Equipment). Each department
has its own respective methods for updating and
maintaining its documentation.
SOLUTIONS
As Krispy Kreme’s localization partner, Scribe
Consulting created and now maintains a detailed glossary
that is used throughout the organization. Scribe
Consulting has developed dedicated teams for Krispy
Kreme and uses these teams for all of their translation
projects. Translation memory is utilized to ensure
cross-manual and cross-departmental consistency and
compliance.
Scribe Consulting also consulted and implemented the
reorganization and design of all of Krispy Kreme’s materials.
By moving everything into a different format, the
materials became more conducive to version control and
localization.
To address compliance and branding issues, Scribe
Consulting interfaced with in-country lawyer compliance
experts to determine client and market-specific terminology
for Krispy Kreme’s product offers.
Scribe Consulting has established and coordinated
communication between departments, printers and in-country
franchise operators. By establishing a communication
strategy among all of the players, Scribe Consulting
has played a key role in making sure all departments stay
informed of relevant issues and solutions.
RESULTS
Each of these solutions provide for lower translation
costs, higher consistency in terminology and faster
turnaround on projects. Most importantly, these
solutions translate into happy franchise operators who
are now duplicating the success of Krispy Kreme around
the globe.