Background:

Donut King was a brand that was loved by many but was becoming tired and dated. The DNA of the brand was still strong at the core; however, it wasn’t maximising its growth opportunity. With its traditional footprint starting to reach its capacity, the brand further needed to look outside its traditional shopping centre locations + formats to further stimulate outlet growth.

Strategy:

To reignite Donut King and transform it from an impulse sticky treat into a crave-able family, fun destination.

Results:

An exciting new brand was developed by enriching the brand DNA through a “Make it Fun” proposition.
Two new store formats were introduced that delivered a brand immergence centred around fun, customisation, interaction and customer experience. A neighbourhood model and all new drive-through store format was introduced, catering to the ”grab and go” market.

Consumer engagement instore was further enhanced through the introduction of digital technology with customised ordering and interactive play areas. In addition a boosted food and beverage menu was developed that allowed an extension of day-part sales.

The Donut King brand identity was updated across store, online and communications, with a new logo and an exciting new look and feel.
Initial brand concepts were delivered within a 6 month period. On-going roll out and project management was undertaken over the proceeding 12-months, with a 3-5 year growth strategy put in place to ensure continued success.