Donut King store refresh roll out underway as premium coffee added to menu

Donut King has started to rollout its store refresh and introduced a premium 100 per cent arabica coffee blend to its outlets across the country.

The new full bodied and rich coffee boast flavours including chocolate, roasted nuts and cacao in a selection of drinks including cappuccino, flat white, latte, long black, macchiato and mocha.

The comprehensive store upgrades include investment in new equipment, staff training, and in-store visual cues. The aim is to create an inviting and modern store environment boosted with a fresh focus on serving menu items made in-store rather than shipped in.

Parent company, Retail Food Group has recently spent several million dollars rebranding Donut King: a total of $3 million has been spent on rebadging the coffee branding alone.

Daniel Donnelly, marketing manager at Donut King said “At Donut King we are all about the overall experience and that has been at the heart of our decision to change our coffee beans.

“We also know that while our traditional look has been iconic and made us stand out in food courts  and supermarkets, a re-vamp is just what our stores need to match who we are now as a brand.  

“We are looking forward to our customers experiencing the ‘new’ Donut King and continuing to be a  place for the young and the young at heart.”  

Donut King has already rolled-out its new store format in Townsville, Sunshine Marketplace, Bribie Island and Mann Central. Additional locations opening in March include Belconnen, Burpengary and Smithfield.