Industry News | October 25, 2016

Shaquille O’Neal Buys Into Krispy Kreme Franchise

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Krispy Kreme Doughnuts announced that basketball Hall-of-Famer and sports and entertainment superstar Shaquille O’Neal has become an owner in the brand’s downtown Atlanta location. He also is the brand’s new global spokesperson.

O’Neal is a lifelong Krispy Kreme fan and has taken ownership in the historic Krispy Kreme shop on Ponce de Leon Avenue in Atlanta, which opened more than 60 years ago. O’Neal has publicly displayed his affection for the brand—especially Krispy Kreme’s Original Glazed doughnut—in media and on social media.

“Krispy Kreme prides itself on spreading joy and supporting local communities, and that’s a cause that I am thrilled to be a part of,” O’Neal says. “Our goal is to help people find their happy place, and what better way than with a box of delicious Krispy Kreme doughnuts.”

O’Neal was inducted into the Naismith Memorial Basketball Hall of Fame last month after 19 years in the NBA.

“In addition to Shaquille’s status as a sports and entertainment icon and businessman, he is known for spreading joy, which aligns with our positioning and mission,” says Tony Thompson, president and CEO of Krispy Kreme Doughnuts. “We are confident this partnership will have a big impact for us in Atlanta and around the world."

To celebrate O’Neal joining the Krispy Kreme Doughnuts family, the brand announced a “Shaq-or-Treat” social media promotion for Halloween—one of O’Neal’s favorite days. Krispy Kreme fans who tag their Halloween social media posts with #ShaqOrTreat between October 28 and 31 will be eligible to win Shaq-autographed prizes or Krispy Kreme surprises.

“When you think about brands that resonate in pop culture, Krispy Kreme is on that short list of brands that transcend their industry and connect with consumers on personal level,” says Nick Woodhouse, president and chief marketing officer of Authentic Brands Group, joint owner of Shaq, Inc. “We are excited to partner with Krispy Kreme to amplify their message and grow the brand’s presence worldwide.”

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.