Doughnut Time to launch flagship store in London

The brand’s first site outside Australia is set to open this October.

Doughnut Time has announced its store opening at Shaftsbury Avenue. The new central London store will serve up hand-created artisan doughnuts with a range of pop-culture-inspired toppings.

To celebrate the opening, a new menu containing two retro British flavours ‘Love Actually’ and ‘Shawty it’s Sherbert Day’ have been designed. New doughnuts will be added on a weekly basis and the menu will include ‘Love at First Bite’, with Nutella and dusted with cinnamon sugar and watermelon flavoured ‘Melon DeGeneres’ doughnut.

There will also be a rotating selection of vegan and gluten free options in stores. Prices for the premium doughnuts start at £4 each and will be available in boxes of one, four and six.

Doughnut Time founder Damian Griffiths said, “Out of all the sweets and baked goods, doughnuts seem to have a special place in people’s hearts. They are the ultimate sweet treat – a perfect mix of fairground nostalgia and fond childhood memories, and that unmistakable doughy taste. We’ve developed a menu that we think the British public will love. It’ll change weekly and we’re always experimenting with exciting flavour combinations – and fun names to match. We’re looking forward to introducing our modern and playful take on doughnuts to the British public. We’re certain they’ll be at home here, as they are back in Australia.”

The Shaftesbury Avenue UK flagship store will feature an Aussie summertime surf vibe, classically retro in style, and decked with neon lights and their mint green branding. Each doughnut will be made in small batches, hand-glazed and freshly delivered to the store each day.

Following the opening of the Shaftesbury Avenue store, Doughnut Time will be opening the ‘Doughnut Time Academy’ directly upstairs shortly after, where customers will be able to get the chance to customise their own artisan-quality doughnuts.

The Shaftesbury Avenue store will be the first in a roll out of Doughnut Time stores across London, with plans to expand nationally in 2018.

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