See how Donut King is using the digital platform to grow its business
QSR Media got in touch with the people behind Donut King to talk about the brand's popular Donut Rush app, the potential of home delivered doughnuts, and their future product launches.
The Donut Rush app has hit over 320,000 downloads since its launch in March. The app had claimed the Google Play and Apple App Store’s top spot, overtaking App giants such as Gumtree, eBay, Skype and Twitter.
Donut King is an Australian owned bakery chain with more than 330 stores nationwide. The brand offers donuts prepared fresh in store daily.
QSR Media: What's new at Donut King?
In response to the growing indulgent trends we’re seeing across a range of products, Donut King launched its biggest product shake up in thirty years – the Royal Range! Introduced to the market late last year, the Royal Range features a variety of bigger, more indulgent donut offerings with flavour profiles such as caramel, Jaffa and mint. Additionally the brand is looking to the future by expanding our digital footprint, our Donut Rush app is due to launch on March 31, offering customers a fun medium to engage with the brand while simultaneously earning themselves free donuts!
QSR Media: How does the brand stay on top of the competition, especially in today's competitive and increasingly digital market?
As mentioned, increasing the brand’s digital presence is a key focus, which has prompted the development of a specific Donut King app aimed at increasing the brands reach. Similarly, the brand is looking into more avenues to capitalise on a new generation of digitally savvy consumers, including the development and introduction of Snapchat, digitally based advertising campaigns and the social media presence of stores at a local level. The Donut King Product Innovation team is also working tirelessly to develop new, exciting and on trend products, such as the Royal Range, as well as developing quicker processes to get on trend products to market (watch this space!). This includes reimagining existing and popular products to recapture customer brand loyalty – as the brand has recently done with the trial introduction of a Donut King Factory store in Toowoomba, which specialises in the customisation of our classic cinnamon donuts with flavoured sugars.
QSR Media: What can you say about the growing popularity of home delivery in the industry? Is this something Donut King is considering?
Home delivery is a new and growing market for brands who previously would not have considered this offering, the concept is something that Donut King is conducting extensive research on with shopping centre visitor numbers on the decline. Home delivery is definitely something that the brand is excited about and there is definitely potential for this in the future.
QSR Media: What have you observed in the consumers of today? Any trends you have noticed?
There has been an undeniable surge from consumers for health conscious and diet specific products, and we’ve found that if consumers are looking to treat themselves, they want a full experience with more indulgent and Instagram worthy treats. While they are looking for these product offerings, they are also looking for convenience.
QSR Media: What are your current challenges? What opportunities do you see in the industry?
Trends are intrinsically fast moving concepts which presents the challenge of developing, producing and introducing products to market in a timely fashion, especially in franchising. Even once introduced to market there is the added challenge of creating hype to entice key demographics such as millennials. In the current flooded market, the expectation for brands in launching a product is just as big as developing the new product itself.
QSR Media: Any big plans for the year?
As mentioned, the brand is very excited to have launched the Donut Rush app, which is downloadable from the App store and Google Play. The Donut King Factory in Toowoomba will be completing its trial run in the coming months and the brand is anxious to see how consumers responded to the cinnamon donut specific offering. Additionally, we have some truly exciting product innovations which will be coming to market in the very near future, which the Donut King team is especially looking forward to sharing with customers. Watch this space!
Photo credit: Donut King Facebook page
