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It’s 4pm Saturday on King Street Newtown, and we’re clearly not the only ones thinking it is Doughnut Time. Hole-in-the-wall style stores like this one cleverly utilise visible on street queuing to generate interest. Let’s face it, we’re sheep, and the very presence of a queue is often enough to convince us the product is worth queuing for. It’s a clever marketing strategy that has clearly paid off for this rapidly expanding chain, who have popped out twenty-two outlets along our Eastern Seaboard in little over a year. Despite this, the store has the appearance of a temporary pop-up, creating a sense of urgency. When you combine that with a strong graphic sensibility, it’s hard to resist the urge to create one of those Instagram photos that have only added to its ...read more
Doughnuts here come in a range of flavours and have tried their other store in Chippendale and wanted to see why there is always a line up. The doughtnuts are the same and have great incentive names. I had the Love At First Bite which filled with Nutella. It was a lot of Nutella however made it very delicious and moist. Vegan Fox which has a vegan chocolate glaze, pistachios, and freeze dried strawberries. That was a delicious doughtnut as well!
