"The Tragedy of Krispy Kreme" was featured as a main story on Yahoo's website. It came second only to "Kidnap Victim Jaycee Dugard Emerges." I can understand the entertainment value here. Krispy Kreme's doughnuts are one of the most popular names in the industry, if not the most popular. Doughnut lovers would be saddened to read about the franchise's struggles, but to call this story a "tragedy?"I can think of many things more tragic than Krispy Kreme's setbacks.
The article grasped for something the audience could connect to on an emotional level. We've all been in a rush to get somewhere, so the article drew their emotional connection from the idea that doughnuts are a mobile food. I'm sorry; I do enjoy doughnuts, but I don't have a sentimental attachment to them.
The article talks about the huge success of the business and its peak in 2003. When competitor after competitor entered the market, combined with the trend of eating healthier, Krispy Kreme lost about 90 percent of its value. This is a staggering number, and maybe people who own businesses can relate to Krispy Kreme's sudden losses.
The article then shines a positive light on the situation. Krispy Kreme's stock shares are now at $3.49. It deduces that there may still be hope for the company. This article was basically an incomplete summary of Krispy Kreme's current business. This story affects people who hold Krispy Kreme shares in the stock market, and it affects doughnut lovers, but how important is this issue really?How does it fit into the bigger scheme of things? I would appreciate this article if it had touched on the fact that many food chains or just businesses in general are struggling at the present. Seeing as how it failed to impress in terms of NICH, I'm very surprised this article was featured as a top story on Yahoo.
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