Shaquille O'Neal has built an empire that spans everything from sports to business to entertainment. He owns franchises, endorses brands, and even dabbles in DJing. But when it comes to picking a favorite investment, his reasoning is about as simple as it gets.
His ‘Fabulous' Favorite
In a 2019 Wall Street Journal interview, Shaq was asked about his business ventures, which at the time included big-name franchises like 24 Hour Fitness, Five Guys, and Papa John's. But without hesitation, he singled out one brand above the rest. "My favorite one right now is Krispy Kreme," he said.
When asked why, Shaq responded with a simple answer: "'Cause I like doughnuts."
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Of course, Shaq being Shaq, he couldn't resist taking a friendly shot at his "Inside the NBA" co-host Charles Barkley, adding, "And Charles Barkley loves doughnuts. He's my biggest customer."
But Shaq's love for Krispy Kreme isn't just about cracking jokes. It started back in college, when he first tasted the brand's legendary Original Glazed Doughnut. "I was introduced to it in college, and been in love with it ever since," he said. He even described Krispy Kreme as a "fabulous doughnuts."
Turning Passion into Business
Shaq didn't just remain a loyal customer—he became an owner. In 2016, he made Krispy Kreme more than just a guilty pleasure by purchasing the iconic Ponce de Leon location in Atlanta. The store had been a community fixture for over 60 years, and Shaq reportedly paid around $2.75 million for it. He didn't stop there—he also became the brand's global spokesperson.
In 2021, disaster struck when a fire severely damaged Shaq's Krispy Kreme location. But rather than walk away, he doubled down, vowing to rebuild and grow with the brand. By 2023, he made good on that promise, proudly announcing the grand reopening on Instagram, saying he had "bounced back better than ever."
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Investing in What You Love: Shaq and Warren Buffett'
Shaq's investment approach is straightforward. If he enjoys something, he buys into it.
This strategy isn't unique to Shaq. Warren Buffett, one of the most successful investors in history, follows the same philosophy. Buffett loves Coca-Cola and drinks it daily, so Berkshire Hathaway owns a massive stake in the company.
Buffett also adores See's Candies, which he acquired in 1972 for $25 million. That investment has returned over 8,000%, according to Markets Insider. He took the same approach with Dairy Queen, purchasing it in 1997 for $585 million because he believed in its simple franchise model and widespread appeal.
Buffett summed up this philosophy back in 1993, famously saying, "I'm a better investor because I'm a businessman, and I'm a better businessman because I'm an investor."
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The Sweet Spot of Smart Investing
Shaq and Buffett may come from different worlds, but their investment strategies align: if you love it, invest in it.
For Shaq, that means keeping Krispy Kreme's hot light on. For others, it might be a reminder that sometimes, the best business moves come from genuine passion.
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