Krispy Kreme

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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.