Krispy Kreme wasn’t too happy about having people attack its gift donuts, because as CEO Mike Tattersfield pointed out to Yahoo! Finance, “We’re a sweet treat company, [and] if folks don’t want to visit a donut shop, they don’t have to.” He added that for those who have received their vaccine and would like a free donut should be able to have one, and that it should be viewed through a “generosity” lens instead.
This wouldn’t be the first time Krispy Kreme is handing out donuts in a show of appreciation. During the early days of the pandemic, healthcare workers were entitled to receive a dozen original glazed donuts as the chain’s way of saying thanks for the hard work, Tattersfield says they weren’t taken the wrong way then. “I drop off a lot of doughnuts to the healthcare system. They’re very appreciative, given the days that they have to work…people are always looking for a little sweet treat break. It’s okay,” he says.
Don’t worry about generosity killing its bottom line either because members of senior management seem to think that the cost of running the campaign will eventually come out in the wash for Krispy Kreme. After all, if you give a person a donut, chances are, he or she will want a drink to go with it. Then, he or she may want to buy a dozen to make sure his friends and family can enjoy their donuts, too.