Steal This Idea: Dress Up Doughnuts to Drive Demand

Creativity abounds, from Christmas to Mother’s Day to Rosh Hashanah
Image: Shutterstock

CHICAGO  Convenience-store retailers looking to boost their bakeries should think about getting more innovative in the doughnut department.

CSP sister publication Restaurant Business recently reported on the “doughnutization” trend that has seen the evolution of the circular treat into a “hotbed of culinary creativity.”

Segment sales in the United States are nearly $9 billion in 2022, a substantial jump of 18% over the prior year, IBISWorld business researchers estimate. “This double-digit growth reflects a steady stream of out-of-the-box flavor treatments and menu applications that aim to surprise and delight consumers,” Restaurant Business columnist Nancy Kruse wrote.

Krispy Kreme, for example, has a number of celebratory promotions, such as the current Santa’s Bake Shop Collection featuring festive offerings like Gingerbread Cookie Crumb and Santa Belly Doughnuts presented in a limited-edition box.

Elsewhere, Fan-Fan Doughnuts in New York City has been lauded for its unique creations like the glamorous Madre Tierra featured on Mother’s Day.

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