Krispy Kreme Promotion Magnifies Generation Gap

Aug 26, 2004

By George Anderson

The lines have been drawn. Kids support Krispy Kreme’s efforts to improve the academic performance of the nation’s youth (at least Palm Beach County, Fla.) and parents and educators are dubious, to say the least.

The sticky sweet doughnut maker is running a promotion that will give a free doughnut for every A (limit of six) students in kindergarten through sixth grade get on their report cards.

Another promotion, according to the Associated Press, “has students decorate posters of doughnuts with ‘success sprinkles’ when children meet goals. The posters can be turned in for a class set of doughnuts.”

A school board member in West Palm Beach, Debra Robinson, said, “Krispy Kreme doughnuts are very good, especially when the ‘hot’ lights are on, but I can’t say that there’s anything healthy about them. Can’t we find something else? I mean a doughnut?”

Schools in Palm Beach county have been actively involved in initiatives to fight childhood obesity and are, along with Broward Country, recipients of a $1.4 million federal grant to promote healthier lifestyles with better nutrition and exercise.

Krispy Kreme spokesperson, Jackie Zepeda, said she was unaware of any concerns about the doughnut giveaway.

Moderator’s Comment: What grade would you give Krispy
Kreme’s free doughnuts for an A promotion? Why?

In an informal survey around the kitchen table, two votes
went against Krispy Kreme’s promotional while there were three votes in favor.
The vote was split along party lines (adults vs. children). One additional vote
from the four-legged party also favored the Krispy Kreme promotion as long as
there was a guarantee that some of the proceeds would find their way to the
George Anderson – Moderator

Please practice The RetailWire Golden Rule when submitting your comments.

Join the Discussion!

Be the First to Comment!