 Quality of product The sales of KKD once declined when Beatrice Foods bought the company and reduced costs by changing the looks of the stores and replacing more inexpensive ingredients in the doughnut mixture. After McAleer brought back the original recipe of doughnut and at the same time launched the “Hot Doughnuts Now” neon sign, which told consumers when fresh doughnuts were coming off the line, KKD had gradually begun to expand and brought KKD to one of the largest IPO in 2000.  Provides a variety of products Starting 1973, KKD introduced products other than doughnuts such as soups, sandwiches, baked, beverages as well as chillers. This assortment of products attract more customers as customers have more choice and enable KKD to compete