Doughnuttery's Growth Continues on Long Island; Expands Franchise Program!

Despite the challenges of Covid19, Doughnuttery opened its 4th company-owned location in November in the Roosevelt Field Mall on Long Island. The customer reaction was and continues to be superb, providing further proof that our "Hot, Fresh, Uniquely Sugared Mini-Doughnuts" are impossible to resist!

Covid 19 has created challenges for all businesses. Here at Doughnuttery, we knew we had two options. We could either sit back, wait out the virus and hope for the best, or we could identify ways to make our business more efficient and pivot to meet needs and desires of our customers while ensuring their safety. We chose the latter!

At Doughnuttery, we have worked hard evolve our concept to keep our customers happy since we first opened our doors in 2012. Our doughnut fanatics always have reacted well to our offerings, helping us grow our business and eventually launch a nationwide franchise offering back in 2019. We knew as we brought franchise owners into our system, our responsibilities now expanded beyond our customers to our franchisees. To that end, we have made several refinements to our operating model to not only support our stores during Covid, but to enhance our go-to-market model for the future. Some of these refinements are: 

1. Pick Up & Delivery:

While foot traffic has been the core of our business, there has been a distinct shift to off-site enjoyment of our doughnuts and related products due to Covid restrictions. We do see traffic in our shops increasing once again (and we are confident it will continue to do so), but the interest in pick-up and delivery will remain. To that end, we have refined our ordering processes, pick-up systems, and relationships with nationwide delivery partners like DoorDash, Uber Eats and Grubhub to ensure our guests can be served quickly and efficiently in any manner the choose. 

2. Multiple Streams of Income:

We want our shops to be able to generate revenue from multiple sources, which provides a nearly unlimited upside in sales. “How high is high” is in the hands of our store teams/ franchisees. The more they put into developing these streams, the greater the potential return. Shop sales, dynamic delivery options, off-site catering, are all levers which can impact our business in a positive way. Of course, we have and will continue to develop processes, procedures and relationships which will support the growth of these “streams” of income.

3. Keeping Costs Low:

While the cost of opening a Doughnuttery has always been low, Covid has made it clear that more than ever, every penny counts! Our small shop concept (200 – 300 square feet) is very efficient from a cost perspective, from buildout to ongoing operating costs. There is no need for overhead ventilation and our footprint allows for significant site flexibility, which helps keep occupancy costs down. Equally important, our margins are substantial and our food waste in negligible. So, while we had a great start in terms of our economic model, we were not satisfied. Over the past year, we engaged with all our vendors with the goal of further reducing our costs, not just for the short-term but for the future. Again, every penny counts!

4. Do not forget the Doughnuts!

The secret is in our Sugars! What sets Doughnuttery apart is our uniquely delicious and proprietary sugar blends made with only the highest quality local and exotic ingredients. These exclusive doughnut and sugar combinations allow us to offer many unique, fun, and delicious flavors. Served hot & fresh, our customers are amazed by the taste and come back for more, and more, and more! If that is not enough, our innovative cooking and flavoring methods make for a thrilling and entertaining experience! The sweet smell of doughnuts cooking, the experiential nature of watching our mini’s change from batter to doughnut and the final sugaring process – topping process attracts shoppers and helps convert them to buyers. They cannot help but to be delighted by the smell, dazzled by the sight, and amazed by the taste.

Join Our Growing Doughnut Franchise!

While we may not be the largest seller of doughnuts, we believe we are the best (just taste a few of our doughnuts to see for yourself!). Doughnuttery is looking for experienced and qualified single and multi-unit food service operators who share the same passion for serving customers high quality products and creating memorable experiences, to help grow this exciting brand nationwide and internationally.  

To learn more about this exciting opportunity, visit: www.doughnuttery.com/franchisenext and complete the Franchise Consideration Form or e-mail Andy Bailen at [email protected]