I happened to be at Raffles City when I saw the lines for Donut Factory. Being the nosy rockstar blogger that I am and having blogged about it, I chatted with the folks from Donuts Factory off-screen, then did a voxpop with some of the folks lining up for their dose of donuts. I tested their general knowledge of doughnuts, asked what their favorite flavors were, and learned more about the difference between donut shops in Singapore.
Did you know that after years of trying donuts of all sorts, the founder of Donut Factory actually wanted to franchise Krispy Kreme, only to discover how expensive it was, so he set this up on his own brand! Apparently he’s done so well that another store will be opening at Suntec City… only thing is, it won’t just be a store, but a full-fledged cafe!
Apparently there’s another similar donut shop at Vivocity setup by two girls (as featured in the media), but a mother lining up with her kid at the Donut Factory said that “that one cannot make it”. Does anyone recall the name of that store?
As a bonus, I bumped into some NTU students conducting a business consulting project on Donut Factory. Their project presentation is due this Friday (in a few hours), and they said they’d be willing to share their report with me when they’re done with it. In return, I’m sending them this video just to spice up their work. I learnt from one of the students, Vincent, that the founder intends to keep donuts trendy by constantly releasing new flavors. Will it work?
BTW: “That CD Shop” plays music so loud, there was little I could do to stop Celine Dion from murdering my interviews. Argh!