In Focus
MARKETING | Kevin Santos, Australia

It was a good time: Dr. Dough Donuts lays down expansion plans with cheeky advertising

The donut brand shares their excitement in entering new markets.

“We’ve watched our competition rise and fall and know how and why they went wrong,” Dr. Dough Donuts director Kristy Bannister said, hoping to leverage these learnings as the brand starts their expansion plans this year.

Currently, they are looking to set up three to four sites in both Sydney and Melbourne and one to two in Brisbane – with the hope of having 15 stores across the eastern states. The brand is also considering setting up shop in Launceston or Hobart, believing Tasmania is a “food hub of Australia.”

Confident in their business model and determined to pursue their long-term plans, Dr. Dough – starting with cheeky advertising – is keen to make its presence felt and fill the gap left by another donut brand.

QSR Media exclusively spoke to Bannister, who briefly discussed their expansion plans and explained why they like to “have a little fun” with their marketing.

QSR Media: What's the rationale behind the digital media campaign?
Nothing gets people’s attention like going big. We wanted to announce our expansion in Sydney and the other states and use a vehicle used by big brands that you may believe a smaller brand wouldn’t use. Additionally, nothing gains attention like having a fun message or even a cheeky reference to your competition. Our plans are big which is why we are communicating big.

QSR Media: Where did you get the inspiration behind the artwork?
Over the past 2 years, our brand has evolved from a ghost kitchen in Sydney to now being Sydney’s number one corporate, event and custom doughnut brand. Along with that, our logo and branding has evolved to where it is today. Our team are the best in the industry, we are agile and adaptable and understand how we are evolving.

We are the brand that knows how to work with the corporate and event environment, but we also like to have a little fun with our brand imaging and marketing. That comes from having over 40 years combined experience in corporate hospitality and marketing.

(Some of Dr. Dough Donuts' ads include cheeky references to competition. Photo credit: Supplied)

QSR Media: Could you elaborate on your expansion plans?
We are excited about entering new markets and we feel that doing this in the short term is right timing. Our plan is not just about high turnover/ high rent sites which our competitors have a mindset of but additionally looking at growing demographics of each state. Nothing wrong with the ‘burbs’.

QSR Media: What will separate your brand from your competitors in those areas?
We are the only hand crafted donut supplier open seven days. We cater 365 days per year, we provide an experience, not just a donut. We specialise in customisation, we use colour match technology and any donut you can dream of we will create.

We have catered weddings on Christmas Day, NYE Donut Walls, TV show launches at the bachelor mansion, yacht parties, fashion shows you name it. Even if that means delivering on a pier to a boat at 9pm for a wedding, we make it happen. If there’s a donut, it’s a Dr. Dough.

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