WSJ -- Krispy Kreme To Add 6 More In-Store Bakeries At Wal-Marts.
March 10, 2004
Krispy Kreme To Add 6 More In-Store Bakeries At Wal-Marts
DOW JONES NEWSWIRES
By Mary Ellen Lloyd Of DOW JONES NEWSWIRES
CHARLOTTE -- Krispy Kreme Doughnuts Inc. (KKD) and Wal-Mart Stores Inc. (WMT) are expanding their test of putting doughnut bakeries inside the retail giant's stores, Krispy Kreme officials said Wednesday.
Krispy Kreme Chairman and Chief Executive Scott Livengood said the company will add six more factory-style stores in Wal-Marts by the end of the second quarter. During a conference call with analysts and investors, Livengood, who is also president, didn't say where the Wal-Mart stores are located.
The company's first factory store to be placed within a U.S. retailer has done well, Krispy Kreme officials said. The store, in Mt. Airy, N.C., generates average weekly sales of about $20,000, Chief Operating Officer John Tate said.
That is below the average of company-owned stores, which generated weekly sales of $69,100 per store, but start-up and operating costs are also much lower than stand-alone stores, Krispy Kreme has said.
Chief Financial Officer Mike Phalen said Krispy Kreme's fiscal 2005 earnings guidance of $1.16 to $1.18 a share assumes quarterly per-share earnings will be as follows: 26 cents in the first quarter, 27 cents in the second, 30 cents in the third and 34 cents in the fourth.
On average, analysts had expected first-quarter earnings of 28 cents a share, compared with 21 cents a year earlier, according to Thomson First Call. Analysts had forecast earnings of 27 cents a share for the second quarter, compared with 21 cents a share a year earlier.
Earlier Wednesday, Krispy Kreme posted net income of $16.4 million, or 26 cents a diluted share, for the quarter ended Feb. 1, up from $5.6 million, or 9 cents a share, a year earlier. Last year's results included a $5.7 million charge, related to an arbitration award against the company. Excluding the charge, net income rose 45% from a year earlier.
Fourth-quarter revenue increased 36% to $185.5 million on 9.1% growth in same-store sales systemwide.
Krispy Kreme CFO Phalen said the Winston-Salem, N.C., company expects capital expenditures of $110 million in fiscal 2005, excluding acquisitions, up from $80 million last year.
The majority of the capital spending will be for store development, and Krispy Kreme expects cash from operations will be sufficient to fund such expenditures, excluding acquisitions, he said.
Average weekly sales per store continued to decline during the quarter, primarily as a result of adding more of its stores to mature markets, Chief Operating Officer Tate said. For example, 60% of new stores opened by area developers in the fourth quarter were in maturing markets, he said. In the year-ago quarter, only 38% of new stores were opened in more developed markets.
Krispy Kreme's stores in new markets have historically opened to high volumes and then declined. For example, Krispy Kreme's store in Mexico City opened in January to first-week sales of $218,000, and sales are now about $135,000 a week, Tate said.
"We continue to monitor this metric carefully and are fully confident our store system is developing and maturing, as we expected it would," Tate said.
Average weekly sales were also hurt in California by grocery-workers' strikes, Tate said. Krispy Kreme estimated it lost about $1.5 million in sales as a result of the strikes, not including new programs that had been approved in stores but didn't get started as result of the strikes.
Krispy Kreme continues to expect it can build 750 to 1,000 retail bakery stores in North America and four- to six-times that number of smaller, satellite stores before it approaches market saturation, Tate said. The retail bakery stores generate a large portion of their revenue from servicing third-party accounts, such as grocers and convenience stores.
Satellite store formats include kiosks or small shops selling cold doughnuts delivered daily to the store from a nearby retail or wholesale bakery, and doughnut and coffee shops, which are smaller than typical factory stores but still produce hot doughnuts for retail sales only.
Tate said Krispy Kreme's share of the national packaged doughnut market was 30.6% at the end of fiscal 2004, up 670 basis points from the previous year.
But that figure '"doesn't even begin" to capture all of the company's business generated from sales outside its own retail outlets, he said. And based on Krispy Kreme's usual market share and the number of major accounts among U.S. grocers and convenience stores it hasn't yet tapped, the company estimates it has about $500 million in "remaining opportunity" for off-premises sales. That's slightly more than the company's current wholesale business, he said. There is additional sales opportunity among mass merchants, smaller accounts and businesses and institutions, he said.
Krispy Kreme has said sales of doughnuts delivered to groceries and other third-party outlets from its retail bakeries help boost brand awareness and generate foot traffic in its own stores. But some analysts and investors worry serving cold doughnuts will eventually undermine the brand, built on serving hot, fresh doughnuts. That concern was raised again during Wednesday's conference call by one institutional investor.
Corporate web site: krispykreme.com
-By Mary Ellen Lloyd, Dow Jones Newswires, 704-371-4033; maryellen.lloyd@dowjones.com
Updated March 10, 2004 11:54 a.m.
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