Doughnut firm’s success prompts expansion plans

Dum Dum
Dum Dum Donutterie aims for expansion
  (Photo:  )

The London-based Dum Dum Donutterie is expanding, with locations earmarked in the UK and several overseas as it looks to triple its first year’s turnover. 

Launched a year ago, Dum Dums is listed in Harrods and has three sites – in Fenchurch Street, East London, Shoreditch’s Boxpark, and Westfield at Stratford.

Founder Paul Hurley told British Baker: “Turnover far exceeds expectations. From the grab-and-go site I expect to do in excess of half a million pounds a year and for the café concept we are looking at higher than that. I imagine we will triple last year’s sales this year and probably exceed that. Last year we were working with just a couple of concepts and we’ll probably double those in the UK in the next couple of months.

“I want to reach 20 sites in London and then look to set up in cities around the world. I’d keep it relatively exclusive and then replicate the model across the world.”

He said sites in London’s Camden, Brixton and Soho would open “in the very near future”, with suburbs in Essex, the south and south-west next on the agenda.

International expansion

International regions chosen for expansion include Singapore, Dubai and New York, where sites should open “in the coming months”.

“We have a little US community and interest from the Far East. Our international sites would run as joint ventures with other business owners, while all UK sites would be owned and run by Dum Dum’s employees. I wouldn’t let many franchises happen – only with partners who have food backgrounds.

“In sites abroad I’d look for sites large enough to allow a café concept with seats and we’ll also do kiosks. The idea is that Dum Dums is a flexible concept and works as a pop-up, café or more of a restaurant with seating.

The company is providing doughnuts at the Brits after-party next Wednesday (25 February) and Hurley is starting work on his first book of recipes, which will launch next year.

Hurley has a patent for the way Dum Dums makes doughnuts – baked instead of deep-fried. The bakers can choose how much oil they use and sell ‘healthier’ doughnuts with just 6g of fat as a result.

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