Find out what is setting the "new" Donut King apart...We talk exclusively with CEO Nicholas Brill following the recent store opening
Customisation is the key.
Following the opening of Donut King’s new drive thru store in Deagon, Queensland,we spoke with CEO Nicholas Brill about how the store is performing and what this may mean for the chain going forward.
QSR: Its early days but tell us how the Drive Thru is performing?
Brill: After being open just over one week Donut King’s first ever drive thru is performing well, with hundreds of customers experiencing the drive thru since it opened last week. Word is spreading throughout the Deagon community about our drive thru coffee and we expect that after our Grand Opening this Saturday the drive thru will continue to grow busier and busier.
QSR: Has anything surprised you with the soft launch?
Brill: Donut King opened with a soft launch on Tuesday 18 February and we are holding our Grand Opening Day this Saturday 1 March. During the soft launch we have been pleasantly surprised at how quickly word has spread through the local community about the store opening and the volume of people coming in to check it all out, with Donut King Deagon selling out of its donut cabinet on Saturday. We are expecting some really fantastic results as our local area marketing campaigns kick off after our Grand Opening.
QSR: Strategically how important is the customisation aspect; what kind of numbers are wanting their donuts customised?
Brill: The customisation of Donut King products is an important part of Donut King’s overall strategy across our entire network, and is all about our ‘Make It Fun’ brand positioning and enhancing our customers in store experience. So far at Deagon, the customisation aspect of the store is resonating with customers, particularly the ability to customise donuts, hot dogs and drinks. People love choice and are excited to be able to be able to make their own unique creations that suit their individual tastes.
QSR: Can customers expect a markedly different in store experience with this new store design?
Brill: Yes! Donut King Deagon is completely different to any other Donut King. It’s not just the drive thru element that makes it different, its product range is extended and more customisation options exist to tailor products to everyone’s unique tastes. It is the first to have an onsite playground and also has ample indoor dining space and a kids table with in built tablets for the kids to enjoy.
QSR: How would you describe Donut King the brand now?
Brill: The new Donut King is quirky, fun loving and playful. We’ve always been a cheerful brand, but now we are on a journey to make our customer’s experience at Donut King even more fun. Customisation is our focus for the future, and we want to give our customers the ability to make their treats unique and have fun engaging with our brand and our products.
