Find out why everyone is talking about Doughnut Time and how it has found a devoted following
QSR Media got a chance to talk with Damian Griffiths of Doughnut Time about the popularity and direction of his brand.
QSR Media: Can you tell us more about Doughnut Time? What makes it unique from other brands?
Damian Griffiths: Doughnut Time was started just one year ago in Brisbane, and has since become a cult-like doughnut shop that serves fresh product to an adoring customer base. The main point of difference with Doughnut Time is that we make all our doughnuts by hand, keep them preservative-free and use zero trans fats. Our focus is, and always will be, a small-batch, made-by-hand mentality.
QSR Media: Can you tell us a bit more about you, what inspired you to open up a Doughnut restaurant?
Griffiths: I was greatly inspired by the continual support of doughnuts in the USA, and felt like Australia lacked the quality of product that you can find over there. Having been in the hospitality industry for quite some time, I tend to gather my ideas from abroad and translate them to the Australian marketplace, and doughnuts seemed like a perfect fit for that.
QSR Media: How do you stay relevant with the whole “I quit sugar” messaging in the public consciousness?
Griffiths: We’re a ‘sometimes’ food. A balanced diet is essential, but everyone treats themselves occasionally. Our product is a dessert, after all.
QSR Media: Can you tell us about the process in creating your handmade doughnuts?
Griffiths: We roll all the dough by hand, flatten it, cut the doughnut rings by hand, then fry the doughnuts in vegetable shortening rather than animal fat, which is commonly used. The doughnuts are then glazed by hand, garnished and put on our shelves and served within a three hour window. Freshness is a big part of our product, and an area that we don’t compromise on.
QSR Media: What are your customers asking for?
Griffiths: Our customers love that we constantly bring out new flavours, and their requests are always evolving. Of course, staples like Nutella and salted caramel always do well, but we’ve done everything from sour watermelon and peanut butter & jelly, to Creme Brûlée and pistachio. Every Saturday we release a new doughnut, or bring an old favourite back!
QSR Media: What would you tell the market about where your brand is strategically headed?
Griffiths: Our goal is to maintain our small-batch mentality. We are not interested in franchising, as we want to keep our quality control and have a hand (quite literally) in every single one of the doughnuts that we provide to our customers. Our locations have also become quite iconic, and we take great pride in setting up stores that set us apart from your run-of-the-mill shopfronts.
QSR Media: Any other comments?
Griffiths: We’re very excited for the rest of 2016!
