In Focus
DESIGN | Staff Reporter, Australia
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Find Out How Donut King is Cashing in on the Donut Renaissance

Donut King keeps it fresh and fun. Same focus, new look and better coffee.

"The brand is continuing to focus on new products and also keep the brand fresh and fun," Donut King Managing Director Nicholas Brill told QSR Media.

The brand has recently launched a new store design which is more colourful that its previous look. "[It's] bright and draws your attention to our coffee area," he added. "Donut King is very focused on coffee and the overall coffee experience, to bring it more in-line with consumer expectations."

To further compliment the redesign, the brand is working on bringing the Royal Bean coffee more on trend to give customers a unique coffee experience in the Donut King way. "There will be a strong focus on coffee and donut combo deals, to really drive consumers to perceive us as not only as a donut store but a quality coffee shop."

Brill shared that this is the first year Donut King has won the Canstar Blue award for ‘Most Satisfied Customers’. "The recent win is a reflection on the brand’s focus on high quality barista made espresso coffee," he noted. "Coffee lovers across the country voted for their favourite Coffee Shop Chain and rated them on a variety of categories. The brand earned top marks in six out of eight research categories, including value for money, and was the only chain to achieve a five-star rating for overall customer satisfaction."

"We have been working really hard on customer satisfaction and enhancing the quality of our coffee through a dedication to barista training. Our coffee is prepared by trained, highly skilled baristas and is made up of a unique blend of coffee beans roasted right here in Australia. The results from Canstar Blue show that more customers perceive Donut King as a quality coffee shop."

Meanwhile, he also noted that Donut King has also updated its signage and allowed room for a more diverse seating area for customers

According to Brill, throughout the rest of the year and moving into next year, the brand will be focused on getting new stores opened and converting existing stores to the new look.

THE CHALLENGE

"The industry is always evolving so we are constantly developing new products to keep up with changing food and treat trends," Brill shared.

"The current market is going through a ‘donut renaissance’ with local boutique stores creating new trends with new flavours and unique sweet toppings. This presents Donut King with an opportunity to drive product innovation. We want to have fun with our flavours and continue to be creative and keep the brand fresh," he noted.

Most recently, the brand announced the return of its new ‘Frozen’ themed donuts. "The products were very popular when we launched them in March so we have brought them back by popular demand," adding, "the product brings excitement to our target market, so we will be encouraging stores to get involved in the promotion and to have fun with their customers and loyal ‘Frozen’ fans."

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