Dum Dum Donuts’ third franchisee-owned store broke records as it completed its initial week of trading in Westfield London. Joining five stores already open in the UK, it smashed its week one sales goal. Franchisee Warren Feather and his business partners are pleased that their investment in this emerging donut brand, with a projected 20% EBITDA earning, wasn’t a “dum” decision!
Warren lives near Box Park where the first Dum Dum Donutterie opened in 2014 and he was amazed by the queues of people waiting each day for their Dum Dums and coffee fix. His work as a private chef has included cooking for many high-profile celebrities.
“Working as a chef, I know what teamwork is all about. Having the on-site support during our site negotiation, store fit-out and launch from Paul and his team has been ideal. In the early days of this brand’s development, Paul was open to suggestions on how to improve our customer experience which led to us bringing in our new coffee partner, Volcano,” says Warren.
“We’re delivering a box of donuts to every store in Westfield, although that’s been tricky during our opening week as we’ve barely had time to venture out from the store, it’s been that busy. Sales have been much higher than we predicted and popular stores such as Primark and a bowling alley are yet to open in nearby units. We expect footfall to increase significantly over time. Our next move is to sign up to Deliveroo and Uber Eats, targeting local businesses and residents.”
Artisan doughnut chef Paul Hurley is the Founder of Dum Dum Donuts, is now a franchisor and also known as The Donut Guy.
“We make the franchise model simple. We bake – not fry – our donuts daily and deliver to the stores, meaning franchisees only need a small team to sell the donuts and drinks. Warren is the perfect person to front the franchise with his hospitality experience. He and his business partners will be taking at least another two franchise locations whilst we also have franchisees opening stores in London Euston and London Bridge in June,” says Paul.
Dum Dums aim to open 20 stores this year, taking advantage of prime retail sites on offer by landlords who want a premium sweet offering in their units.