KDN Company Limited is the operator of Krispy Kreme stores in Thailand, bringing the world-famous American glazed doughnuts to Thai consumers. Since its incorporation in 2010, KDN has become one of the most successful Krispy Kreme flagship franchises, thanks to a strategic brand repositioning exercise in Thailand.
A Record-Breaking Start
Under the leadership of President Ausanee Mahagitsiri Leonio, KDN opened its first Krispy Kreme store at Siam Paragon, Bangkok’s premier shopping and lifestyle destination, in September 2010, setting record-breaking sales. The overwhelming demand led to the opening of a second store at Central Plaza Ladprao in August 2011. Within three years, five additional branches followed at Central Plaza Grand Rama 9, The Mall Bangkapi, The Emporium, Suvarnabhumi Airport (domestic terminal), and Don Muang Airport (domestic and international terminals).
Rapid Expansion and Growth
By 2014, KDN had achieved a cumulative revenue of one billion baht. In 2016, the company expanded beyond Bangkok, opening its first outlet in Nakhon Ratchasima. Within six years of its inception, KDN had successfully launched 31 stores across Thailand, a testament to the enduring popularity of its signature doughnuts.
Commitment to Quality and Consumer Insight
KDN attributes its success to delivering the best tasting doughnuts that melt in the mouth. Staying attuned to market trends, the company invests in annual brand tracking services to evaluate brand health and consumer preferences. Additionally, monthly consumer surveys ensure that KDN remains responsive to customer needs, strengthening its connection with the market.
Values of Consistency and Efficiency
Sustainable growth and profitability are at the core of KDN’s strategy. The company upholds product quality, consistency, and efficiency while fostering a workplace culture that values innovation and teamwork. Employees enjoy a positive work environment with a leadership approach that balances performance with work-life harmony.
Investing in People and Digital Advancement
Recognizing the importance of digital transformation, KDN places strong emphasis on training and development. Employees attend international seminars and training programs on product innovation, research and development, digital marketing, and information technology.
Ausanee Mahagitsiri Leonio believes in the philosophy of Value People as a key driver of business success. This commitment to employee development has resulted in high staff retention rates, despite the typically high turnover in the F&B sector. By equipping employees with knowledge and skills, KDN ensures a proactive and engaged workforce.
Financial Stability and Future Vision
KDN’s resilience to economic downturns is rooted in financial stability, achieved through meticulous location selection, feasibility studies, and careful profit and loss management. The company envisions becoming a publicly listed entity in Thailand while continuing its mission to bring joy and magical moments to Thai consumers.
Giving Back to the Community
KDN actively engages in corporate social responsibility through monthly CSR initiatives that encourage employee participation. The company’s efforts have been recognized with numerous international awards, including Community Sharing of the Year in 2012 and 2013 at the Krispy Kreme Global Partners Summit, The Joy That is Krispy Kreme Award in 2016 and 2017 at the Krispy Kreme Global Conference, and the QSR Asia Media Award in 2017 at Detpac QSR Asia in Singapore.
KDN remains dedicated to bringing smiles to its customers while upholding its core values of quality, consistency, and efficiency.
