Dum Dum Donutterie breaks sales predictions in first week at Westfield
Celebrity chef fronts franchise for Dum Dum Donutterie

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.


Editor’s notes:
Dum Dum Donuts has four stores already open in Dubai, with Qatar and Saudi Arabia currently constructing kitchens. Dum Dum Donuts is the only Donut sold in Harrods.

For more information or to arrange a site visit to any of the stores, contact Sally Anne Butters
07887 495198.

Image: left to right - Sarah McLeod-Nibbs, Donuteer, & Warren Feather, Franchisee

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Dum Dum Donuts are the world’s first artisan baked donut/croissant brand. Made with only natural ingredients and yet uncompromising on irresistible deliciousness, Dum Dum's offer beautifully baked (not fried) handmade donuts to a growing legion of our loyal of fans across the UK.

Our donut flavours include Crême Brûlée, Boston Creme, The Dum Dum Dubai and the ‘Zebra’. The Zebra contains layers of croissant dough and chocolate croissant dough, filled with chocolate buttercream and topped with chocolate ganache and is now famous in its own right – it is the daily top-seller in all of our outlets!

We use the very best in cooking technology to control ingredients rather than the method of simply floating product in oil. Dum Dum Donuts are significantly lower in fat (half the fat in some instances) than our competitors thanks to our traditional patisserie-based baking process – so unique that it is patented in Europe and the US.

Artisan doughnut chef Paul Hurley is the Founder of Dum Dum Donuts and since 1997 he had the vision to create ‘The Best Donut In The World’. Although a grand statement, Paul, or ‘The Donut Guy’ as he has become known, believed this has to be at the heart of the brand. Our entire Dum Dum team of Donuteers are pastry chefs or apprentices who have a real passion for good honest food. We are an independent British company that offers high quality, natural artisan doughnuts that are uniquely baked fresh every day – in fact, all of our outlets stay open every day until all doughnuts have sold out. It is exactly this concept that has proved such a hit with the British public.

With successful London based outlets in Box Park Shoreditch and Box Park Croydon, we are also the only doughnut brand in Harrods. At the end of 2016 we launched our first store in Brighton. We have also collaborated over the last couple of years with The Brit Awards, V Festival, JUST EAT'S First Food Fest and a varied range of events and locations.

Dum Dums also opened international outlets in Dubai in 2106 with other UEA stores planned over the next five years. Currently we are in negotiation to expand to other countries (in 2017 Qatar and Saudi Arabia) as well as increasing our stores in the UK (London and Manchester).

We also have our corporate design donut service and bespoke giant donut cake ordering option for our doughnut loving customers!

Finally, Chef Paul continues to push the boundaries of what can be created by launching "The Crone" (A baked croissant dough Ice Cream Cone) and the World's most expensive Cro - The Luxury Zebra at £1,500. More secret projects are on the way to ensure that our customers always have something delicious and creative to look forward to.

In our relatively short lifespan, we have attracted an ever-growing and loyal customer base from the public, press and celebrities alike. Our fast-expanding company and unique offering has meant that we have been able to react to the growing demands of Dum Dum fans (Donutters) across the world. It’s worth noting that queues outside all Dum Dum Donutteries are not uncommon!

If you'd like to own a Dum Dum Donuts retail store, we have franchises available across the UK.