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Six traits foreign brands look for in a local franchisee

Krispy Kreme exec shares what he looks for in their local partners
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US-based doughnut brand Krispy Kreme has expanded worldwide through their partner franchisees that operate on a per country basis.

Krispy Kreme officials said that to be chosen as a master franchisee of the brand is no mean feat as  the doughnut company implements a tedious selection process to ensure that the brand\\\'s interests are upheld.

On Monday, Krispy Kreme  launched its new sub-brand, the Krispy Kreme Baked Creations, here in the Philippines, giving the country the honor of being the first to sample this latest product line. The Real American Doughnut Company, owned by the Fuentebella family of the famed Max\\\'s Restaurant,  is the master franchisee of Krispy Kreme in the Philippines.

"The Philippine franchisee of Krispy Kreme is one of the better performers, which was verified when the group won the first franchise award handed out by the company in May this year," said Jim Rogers, Krispy Kreme vice president for global franchise and marketing. [Read about Krispy\\\' Kreme\\\'s expansion plans in the Philippines here]

Besides winning the franchise award, the Philippine franchisee also won Krispy Kreme\\\'s  Marketing Excellence Award of the year. [Find out how a company remained loyal to its \\\'foreign\\\' origins here]

But what made the Philippine franchise one of the best performing master franchisees?

“One thing for sure is[the character and integrity of]  our partners here, the franchisees,” Rogers said.  [See a partial list of some of the country\\\'s best foreign franchisees here]

Page 2: The six chracteristics



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