Case Study: Krispy Kreme achieves 50% reduction in unsuccessful hires with CEB Talent Assessment

Krispy Kreme - Customer Case Study

Krispy Kreme, the global doughnut retailer, faced pressure to recruit store managers and customer‑facing staff who could sustain consistent, high‑quality service and fit the company’s culture across a changing retail environment.

CEB Talent Assessment introduced a psychometric suite—customer service questionnaires, an occupational personality questionnaire (OPQ) and assessment centres—with reports tailored to Krispy Kreme’s language. The approach halved unsuccessful hires, cut management attrition to under 10%, reduced recruiting time and hard costs, and is now being rolled out more widely across the business.

Krispy Kreme

Edweena Stratton

HR Director