A Marketing Secret We Learned At Krispy Kreme Doughnuts

Summary

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Podcast Summary: A Marketing Secret We Learned At Krispy Kreme Doughnuts

The Russell Brunson Show | July 3, 2017
Host: Russell Brunson | Podcast by: YAP Media

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Episode Overview

In this lively and candid episode, Russell Brunson records from his “Funnel Hacker Jeep” post-family outing, using a visit to Krispy Kreme Doughnuts as a jumping-off point to reveal a simple but powerful marketing principle. Accompanied by his kids, Russell explores why Krispy Kreme stands out from other donut shops—tying the experience back to a vital lesson in transparency, process-sharing, and authentic audience connection. The episode blends everyday storytelling, practical advice, and family banter, providing fresh insight into how sharing your process can nurture customer loyalty and trust.

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Key Discussion Points & Insights

1. Why Krispy Kreme Wins: Showcasing the Process

Timestamp: 01:29 – 02:25

• Russell quizzes his children: Why do they prefer Krispy Kreme over other donut places?
  • Kids highlight the “good donuts,” convenient location, and good price (01:26–01:45).
• The real draw: Watching the donuts being made behind a glass wall—“So you gotta watch the process, right?” (Russell Brunson, 02:14)
• Kids mention the added treat of sometimes receiving free samples.

Insight:
Krispy Kreme’s transparency, inviting customers to witness the creation process, makes the experience unique and memorable.

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2. The Power of “Showing the Process” in Marketing

Timestamp: 02:31 – 04:55

• Russell connects Krispy Kreme's approach to business marketing:
  • “The moral of this is that they let you watch the process of the creation of how it works.” (03:10)
• He recalls a classic marketing story about a beer company’s breakthrough success by highlighting their process—a story credited (though a bit fuzzily, mid-parental chaos) to renowned marketers like Ogilvy.
  • “Nobody else even knows this is how it all works. And so I want to show that process.” (04:01)
• The beer company’s process-focused campaign revolutionized their marketing; Krispy Kreme achieves a similar effect.

Insight:
Letting people see how things are made, even if the process is standard, creates interest, trust, and perceived value.

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3. Applying the Lesson to Your Own Brand

Timestamp: 04:55 – 06:23

• Russell relates this secret to his own work:
  • “There’s a reason why I do Funnel Fridays every Friday... Why am I doing that? Because I’m showing the process. I’m letting people see how I do it.” (04:55)
  • “The more they see me drinking my own Kool Aid, the more likely they are to also drink said Kool Aid.” (05:12)
• In the age of reality shows and social media, audiences crave authenticity and behind-the-scenes looks.
  • “We are in the reality show era of the world, and your audience wants to view what’s happening.” (05:24)

Actionable Takeaway:
Document and share the behind-the-scenes journey—via stories, livestreams, podcasts, or posts. Let people in.

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4. Family, Humor & Authenticity

Timestamp: 05:34 – 07:26

• Russell’s kids riff on his beard and mustache, with comic interruptions and “ladies’ man” jokes.
  • “He just said, I'm free, ladies... and he jumped out of the car.” (05:52, referring to Aiden)
• Russell underscores that sharing his imperfect, real-life moments—including family chaos—is part of the process:
  • “I’m showing you guys my life. I’m showing you how I do what we do. And that’s what draws people in.” (06:24)

Notable Quote:
“If you read Expert Secrets, you know, that’s the goal, is to draw people in to you and your personality…” (06:25)

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Notable Quotes & Memorable Moments

• On Krispy Kreme’s Magic:
  “The moral of this is that they let you watch the process of the creation of how it works.” (Russell, 03:10)

• On Marketing Transparency:
  “There’s a reason why I do Funnel Fridays every Friday... Because I’m showing the process. I'm letting people see how I do it...” (Russell, 04:55)

• On Social Media Authenticity:
  “We are in the reality show era of the world, and your audience wants to view what's happening.” (Russell, 05:24)

• On Drawing In Your Audience:
  “Draw them in, you guys. Do it. Open up your life a little bit. I know it's scary sometimes. That's what Instagram's for—your stories, Facebook Lives, podcasts, etc.” (Russell, 06:37)

• Memorable Moment (Family Edition):
  “He just said, I’m free, ladies… and he jumped out of the car.” (Russell, 05:52)

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Timestamps for Key Segments

• 01:26 — Kids explain why they love Krispy Kreme (taste, location, price)
• 02:02 — The real Krispy Kreme secret: “You get to watch them make the donuts”
• 03:10 — “The moral is: They let you watch the process…”
• 04:01 — Beer company story: Marketing success through showing the process
• 04:55 — Russell applies the lesson to his “Funnel Fridays”
• 05:24 — “We are in the reality show era…”
• 05:52 — “I’m free, ladies”—humorous family moment
• 06:24 — “I’m showing you guys my life. That’s what draws people in…”
• 06:37 — Encouragement to open up via various content channels

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Episode Takeaway

Let your customers in.
Whether you’re making donuts or funnels, share the behind-the-scenes process. Transparency, authenticity, and a willingness to showcase the journey are what set brands apart in today’s marketplace. As Russell and his kids demonstrate, letting people peek behind the curtain fosters connection, trust, and—maybe—a craving for more.

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Transcript

[A]

What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets. All right, everybody, so today we got a special episode. We just got done cleaning the church, and then we went and got a prize for the kids. What's the price? We got you guys. We're driving the hats. We're driving the new funnel hacker Jeep, which we have a camera mount in here. So now I can do marketing in your car and marketing secrets while we're driving and not have to worry about getting bitten, hit, and dying. So it's marketing in your Jeep. Marketing in your. In the Jeep. So I don't know if you've seen it yet, if you haven't, go look on Snapchat or Facebook, whatever, but there's this funnel hacker on the side of it. It's kind of fun. And we put Nora in here yesterday, so that's why Bowen's sitting in Nora's baby seat, because that's the last seatbelt we had. So what should we tell these guys about today? We gotta tell them some marketing principles. So let's do this. I want to talk to you. Why do you guys like going to Krispy Kreme versus the other donut places?

[B]

Because they have good donuts.

[A]

So they gotta get donuts.

[B]

Why else far away?

[A]

Because it's close proximity. Okay. Why else?

[B]

It has good. I haven't had breakf.

[A]

You haven't had breakfast yet. Are they healthy?

[B]

No, not healthy. They have a good price, but they have a good price not far away.

[A]

Good price, not far away. This is the key. This is the key, Ellie, that I want to talk about. So when you go into Krispy Kremes, what do they let you say it really loud so everybody can hear you. Tell them really loud here on camera what happens when you go inside of Krispy Kremes.

[B]

I said that.

[A]

Okay, so there's a glass window, and you. You can actually watch them make the dough. So don't come through on the conveyor belt. You see the frosting drip on them. You see them dump under the thing where it's. First it's the dough, right? Then it Drops them into the cooker thing, it cooks them and the frosting comes on top. And they put the sprinkles. So you gotta watch the process, right?

[B]

Sometimes, rarely, they give you free samples.

[A]

And sometimes they give you free samples from hanging out. Ellie took your hat.

[B]

No, Ellie took my thing. I said that.

[A]

Oh, you said it first. Okay. All right, so here's the marketing lesson for all y' all who are listening today. So Krispy Kreme does really cool things that make kids want to go to Krispy Kremes versus DK Donuts, Dunkin Donuts, all the rest. No, DK is like a small brand. Dunkin Oaks is a huge chain. Anyway, so what Krispy Kremes does is they allow you to watch the process, which is really interesting because my guess is that most donut shops have the same process. Yet.

[B]

DK Donuts different.

[A]

Okay, guys, we gotta stand point so the show doesn't get crazy for people. Alright, so they're right though. DK Dumps has a bunch of other options and sizes and varieties. Well, Krispy Kremes are all the same things. But the moral of this is that they let you watch the process of the creation of how it works. There's. And I'm not gonna forget the. The actual. The story right now because I'm in the car with four kids going a little crazy in the jeep. Anyway, I'm gonna forget it right now, but the message. I know all my old school marketing buddies are making fun of me because I can't think of the name and the book it was from. But there's a guy who was actually a beer company and they were selling beer and this marketing guy came in. I can't remember now. Is it Ogilvy or is it. Was it your friend Blasphemy? I can't remember the name of it. Anyway, no. He's a dead guy. Whoa, I just hit a squirrel. Oh, I missed it. Whoa. Squirrel right underneath the car. That was close. Anyway, so the story was this. Marketing comes in to the beer company and he's trying to figure out the hook and the angle and what was the big idea of why. Why everyone should give them money versus, you know, the other beer companies and the market guy watch comes in and wants to see the process and how it all works. He goes and watches these guys. He sees like how they make the beer and how they. I don't know. I'm not a beer drinker. I've never drink. So I don't have any idea how it actually works. But Showed how they make it. And. And the market guy was so fascinated. And then they're like, well, everybody makes his beer. He's like, yeah, but nobody else has seen this. Like, nobody else even knows. This is how. How it all works. And so I want to show that process. So he made a commercial and he actually showed the process of them making the beer. And that became this huge campaign that blew up the company. And so Krispy Kreme is the same way. They kind of show the process. There's a reason why I do Funnel Fridays every Friday. Because I'm showing the process.

[B]

You didn't do this Friday.

[A]

I didn't do this Friday. Good point. And Funnel, Hacker TV and all these things. Like, why am I doing that? Because I'm showing the process. I'm letting people see how I do it, how I consume the product. And the more they do, the more they see me drinking my own Kool Aid, the more likely they are to also drink said Kool Aid. So the moral of the story, Ms. Krispy Kreme's episode for you guys is to let your audience see the process of how you do whatever you do. We are in the reality show era of the world, and your audience wants to view what's happening. That's why I'm showing this right now with me and my beard in my car with my kids in their Krispy Kreme hats.

[B]

Oh, you do have a beard.

[A]

Them being annoyed at me. Yeah. Bone was telling me that. He's like, your mustache is ugly, dad. Your beard is cool. So he wants me to shave this.

[B]

Oh, you have a mustache.

[A]

It's kind of weird, huh? I need to shave.

[B]

I don't know everything. Never mind.

[A]

He just said, I'm free, ladies. You're the coolest. He said, I'm free, ladies, and he jumped out of the car.

[B]

Anyway, you need to send this to me.

[A]

That was amazing. I love Aiden's. That's our little six year old. For those who are listening to this, not watching. If you're watching on funnel or on marketingsecrets.com, you just saw Aiden in his Krispy Kreme hat.

[B]

Tell you send this to me, please.

[A]

If not, anyway, that was hilarious. So the moral of the story, the reason why I'm doing this, with my hair messed up, with my beard, with my kids and our donuts, he has a beard.

[B]

He also has a mustache.

[A]

Sweet. You want to fill it? It's really scruffy. It kind of hurts. I gotta shave it. The reason I'm showing You guys, this stuff behind the scenes is because I'm showing you guys my life. I'm showing you how do what we do. And that's what draws people in. If you read Expert Secrets, you know, that's the goal, is to draw people in to you and your personality and all those kind of things. And so draw them in, you guys. Do it. Open up your life a little bit. I know it's scary sometimes. That's Instagram's for your stories, Facebook lives, podcasts, etc.

[B]

The real moral of the story is Aiden is the ladies man.

[A]

Aiden is the ladies man. Ladies man. Anyway, so that's the moral of today's story. Does that sound good? You guys all right? With that said, thanks so much for tuning in today to Marketing Secrets. If you have not read the expert secrets book, go to expertsecrets.com you should go there and read it because this is just one of those secrets that's.

[B]

Gonna help you to blow up your first book too. Read it.

[A]

What's the first book called?

[B]

Dot I forgot what it's called.

[A]

You close.com.

[B]

Secrets.

[A]

Yes.com secrets. Expert secrets. They should read both of them, right?

[B]

Yeah.

[A]

Which one's your favorite?

[B]

I need to get reading anyway.

[A]

Appreciate you guys. Thanks for listening and I'll talk to you soon.

[B]

Bye.

[A]

Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.