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Feature
Donut Baker, a huge hit in Bangalore
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Friday, 19 June, 2009, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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 The Donut Baker, part of the Global Franchise Architects (GFA), has managed to lure customers since the launch of its first outlet in Bangalore. Today there are 19 outlets in the city vending a range of 47 innovative high quality classics to speciality donuts and other bakery products along with a menu of premium coffees and juices. Giving an overview of the interest in the product, Joseph Cherian, managing director, GFA Global & CEO of GFA India, in an interaction with Nandita Vijay, stated that donuts have been a huge hit across all age segments. Excerpts:
How has the Donut Baker concept caught on in India?
The Donut Baker, which was launched in India in December 2007 has been a huge hit in all cities. The concept is well accepted going by the interest generated by all age groups. Our donuts are made fresh every day by master bakers who are trained extensively on the product internationally. The best of ingredients available worldwide are used. Being focused on quality, the donuts that have not been sold within 8 hours of production are discarded.
Donut Baker is part of GFA and would you be able to give us an overview of this undertaking?
Global Franchise Architects (GFA) was set up in 2004 by Fred Mouawad, an entrepreneur known for successful and innovative ventures in different industries. In order to group his food service brands under one entity, GFA was created as a privately held company, based out of Geneva, Switzerland. It has corporate offices in Thailand, India, USA, and UAE. Its global service centre is at Bangkok. The two Training Academies are at Bangkok and Bangalore. GFA is a pioneer in new brands which includes Coffee World, Pizza Corner, The Donut Baker, The Cream and Fudge Factory, Golden Pretzel, Stone Fire Pizza Kitchen, Connizza and New York Deli. Currently, GFA has around 75 stores in India which includes four brands: Pizza Corners, Coffee Worlds, Donut Bakers and Cream & Fudge Factories.
Besides India, which other countries have these shops?
Currently Donut Baker is present in Bangalore in India and Bangkok in Thailand. We currently have 8 outlets in Bangalore three in Bangkok.
Why was Bangalore short-listed to set up the maiden outlet in the country?
Bangalore was short-listed for its cosmopolitan culture and international exposure of its IT, BT, BPO population who have been familiar with donut as an anytime snack.
Could you specify the entire range of products on sale and which of these are the fastest moving?
Donut Baker offers a wide range of delicious donuts with more than 45 varieties spread across more than 10 categories. Categories: (Ring Donuts, Filled donuts, Speciality donuts, Tart Donuts, Dobar, Twist, Bowties, Docakes, Dobites, Chocolate Dobites/docakes etc). The list of Donuts: (Honey Dipped Donut, Chocolate Fudge Donut, Cookie Crunch Donut, Peanut Crunch Donut, Pista Frost Donut, Strawberry Frost Donut, Maple Donut, Chocolate Swirl Donut, Strawberry Filled Donut, Blueberry Filled Donut, Mango Filled Donut, Bavarian Filled Donut, Green Apple Jam Filled, Chocolate Bavarian Donut, Chocolate Cream Donut, White Chocolate Bavarian Donut, White Choco donut with Choc Cream, Nutty Strawberry, Nutty Blueberry, Strawberry White Chocolate, Nutty Mango, Chocolate Nut Dobar, Chocolate Maple Dobar, Honey Dipped Twist, Honey Dipped Bowtie, Croissant, Coconut Docake, Peanut Docake, Peanut Chocolate Docake, Double Chocolate Docake, Double Chocolate Chip Docake, Chocolate Chip Docake, White Chocolate Chip Docake, Chocolate Sprinkle Docake, Peanut Dobite, Strawberry Dobite, Coconut Chocolate Dobite, Peanut Chocolate Dobite, White Chocolate Dobite, Chocolate Dobite, Double Chocolate Dobite
Some of the very popular donuts with our customers are the Honey Dipped Donuts -- Ring donuts contributing more than 30% of our business followed by Dobar's Dobites & Twists. Customers have liked the variety we provide them and are willing to try out the new additions like cake donuts, chocolate donuts.
Could you throw some light on the production of these products? Are bakery units in Bangalore and what kind of equipment has been installed? Are the products made fresh every day?
The central production facility with imported equipment is set up in Bangalore at Peenya. The HACCP complaint unit manufactures fresh products everyday with a shelf life of 10 hours.
Would you be in a position to tell us the kind of investments which has gone in to set up these outlets in the country?
On an average a standalone store costs Rs 30 lakh and a kiosk costs Rs 5 lakh. We have not yet entered the franchise path.
What are the future efforts of the company?
We intend to expand our operations to Chennai which was the maiden location of Pizza Corner, also an initiative by our group. Going by the success in Bangalore, we are optimistic about our success in the other metros in south India
In the wake of the global slowdown, what are the innovative marketing efforts developed to attract customers?
Donuts are impulsive products and we are the only International brand in India to provide high quality standard and fresh donuts daily. The objective of the brand is to be present where consumers can see us and be present in the minds of the consumers. We are present in high street areas as well as in Spencers stores where the density of customers is more. Recently we also concluded a donut eating contest which was the first professional eating contest in India. The contest saw the world eating champion gobbling up donuts and challenging Bangaloreans to eat more than him. This event was exciting and fun for the customers and we hope to do more of such activities to engage our customers.
What according to you are the visible trends in the bakery segment which Donut Bakery is positioned?
The visible trends are the growing consumption of the donuts by mother and children at all locations. Of course, it has been a win-win situation with the youth and adult population who have taking a liking to our varieties.
What are the challenges for companies like to succeed in the competitive environment?
Since we have been able to maintain highest quality of products, affordable pricing between Rs 9 and Rs 27 supported by a variety, we have been to do well. Despite the recessionary phase, our business has been consistent. We are working on offering combination stores to combine coffee, donut and pizza is within the GFA business.
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