'Create in-store excitement with a special theme and making doughnuts to suit'

Ivor McKane channel director of National Doughnut Week sponsor CSM on the opportunity offered by the annual charity event, which takes place 12-19 May 2018. Register at nationaldoughnutweek.org

National Doughnut Week is a fantastic opportunity for independent bakers, cafés and businesses across the country to take part in a fun event for a great cause.

The week raises funds for The Children’s Trust, the UK’s leading charity for children with brain injury and neurodisability, through the sale of doughnuts.

Every year 40,000 children in the UK are left with a brain injury as a result of an accident or illness and many have to live with ongoing, long-term difficulties. The Children’s Trust gives children and young people with brain injury opportunities to live the best life possible, by providing specialist rehabilitation, education and community services across the UK.

The great thing about doughnuts is you can have fun with them! We’ve seen lots of innovative and creative ideas from bakers over the years and we support the best ideas with our marketing activity, so it’s definitely worth businesses putting together a unique offering.

 A great way to create in-store excitement is to focus on a special theme and make doughnuts to suit, including costumes for staff and decorations outside. Warings Bakery has opted for a circus theme, with doughnuts including The Ring Master, Dotty Clown, Toffee Popcorn, and even an American hotdog doughnut called The Strongman.

Another great way to raise funds is to hold a raffle or competition in-store. Offering everyone who buys a doughnut a chance to win a prize can increase sales. Or you can hold a doughnut-eating competition where customers can win free doughnuts for their friends if they can eat one without licking their lips.

Deals such as ‘a doughnut and a hot drink for £1’, or a meal deal that includes a doughnut will encourage sales to customers who wouldn’t usually purchase one. Use CSM’s point-of-sale kit to communicate the key messages behind National Doughnut Week and the charity.

Social media is superb for driving awareness of your activities during the week.

Run competitions and post pictures of your creations to encourage people to visit your store. Follow National Doughnut Week on Facebook, @DoughnutWeek on Twitter and @NationalDoughnutWeek on Instagram for creative ideas. Make sure you tag the official channels in your posts and use #NationalDoughnutWeek to encourage engagement. We’ll even share the best ideas on our channels.

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