- Title
- Our State
-
-
- Date
- May 2002
-
-
- Place
- ["North Carolina, United States"]
-
Our State
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ш
4Г
PALIO
Al RBORNE
^SPECIAL
Operations
Royal Cake
Company
CREME -ML LED
CREATIONS
Iii the world of cookies, James
Whitney knows his competitors are
no cream puffs. As president, chief
executive officer, and chairman of the
board of the Royal Cake Company in
Winston-Salem. Whitney understands
the bottom line is business, and what
a sweet business it is. Besides its best¬
seller. the creme-filled oatmeal cookie.
Royal bakes about 20 other types of
cookies, including banana marshmal¬
low pies. Swiss rolls, chocolate chip
creme filled, brownie rounds, and
fruit-filled cereal bars.
"It’s a great place to work," says
Whitney. "We get to make cookies,
and we get to eat them."
Leapfrogging to success
Royal’s five top sellers — oatmeal,
chocolate chip creme-filled, brownie
rounds, raisin cakes, and cereal bars —
and the rest account for a yearly revenue
of S30 million and $40 million. “I’ll put
|our products) Up against anybody's"
says Whitney, who is only the third pres¬
ident in the company's 80-year history.
Although Royal philosophy is to stick
with the tried-and-true. such as the ven¬
erable fig bars customers have gobbled
down for "5 years. Royal has unveiled a
new weapon in the cookie wars.
kcebler has its elves, l ittle Debbie its,
well, little Debbie, and now. Royal,
introduces it' own diminutive mascot —
Reggie Royal, a little green creature that
wears a crown and a cape. The minute
Whitney saw him among other possi¬
bilities in a marketing meeting, he
knew. His words: “I want the frog."
Will the crowning of Reggie mean the
sweet smell of success for Royal? “We
hope so." Whitney says. “I think that
little frog can do it."
The company aims to double its sales
: IE i
i
»'*
*
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PI
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Г
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Franklin St CbapcTHill NC 275
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PALIO
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72 Our State May 2002
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