How Krispy Kreme Improved Operational Performance with Data

The Challenge

A large and successful logistics operation came to us with a common but critical problem: they knew they were effective—but had no idea how efficient they were.

Despite years of growth and a robust delivery network, there was no clear baseline to measure operational efficiency. The team relied heavily on anecdotal evidence and gut feelings to identify problem areas, lacking the data to pinpoint where improvements could be made.

 

With a vast network, the idea of addressing inefficiencies felt overwhelming. As a result, continuous improvement had taken a back seat for years.

Project Details

Solution: Fleet Management

Product: SmartLink

Fleet Size: 500

Company Type: 50+

Our amazing stats

2,500+

individual data points mapped across the logistics network

20,000+

hours of fleet activity analysed

100%

of fleet vehicles connected and tracked through Smartlink

24-hour

setup time for full data extraction

24-hour

quick-win areas identified within the first month of analysis

Solution

The scale of the operation itself had become part of the problem.

With such a vast logistics network in place, the perception was that it was “too big and too difficult” to untangle. This mindset had created a barrier to change and had stalled any meaningful continuous improvement initiatives. Ultimately, the business needed visibility—hard data that could highlight inefficiencies, quantify the scale of opportunity, and provide a realistic action plan for improvement.

 

Matrix iQ provided a twofold solution. First, our Smartlink technology allowed us to connect with their existing telematics systems seamlessly. Within just 24 hours, we were pulling comprehensive data from every vehicle, capturing a detailed, minute-by-minute view of their activity on the road. This gave us over 2,500 unique data points and a total of more than 20,000 hours of operational insight across the network.

 

In parallel, our Workforce Consultancy team engaged closely with multiple stakeholders across the organisation. By listening to their concerns and understanding where they felt the blind spots were, we were able to validate assumptions with data and bring new clarity to areas that had previously been impossible to measure. The result was a fully data-driven view of their logistics operation, clearly highlighting the areas that were under-leveraged and ripe for productivity gains.

 

This clarity transformed their approach. With the data in hand, they could now see exactly how efficient the network was, where performance was lagging, and how much they stood to save by addressing those areas. Crucially, it wasn’t just about long-term strategy—they were able to identify and act on several “quick wins” almost immediately, making tangible improvements in a matter of weeks.

 

The business now has a clear, accurate benchmark of its current efficiency levels and a practical roadmap for improvement. Rather than being overwhelmed by the scale of their operation, they now see it as an opportunity—one they can continuously refine, powered by real-time data and ongoing insights from Matrix iQ.

 

This partnership didn’t just deliver insights—it unlocked the potential for lasting, measurable change.

“Working with Matrix IQ team transformed our operations—on-time deliveries, real-time tracking, and proactive support. Their efficiency and professionalism have been game-changers for our logistics strategy.”

~ John Smith

- Company

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