Dum Dum, the artisanal donut store, will begin regional expansion next year as it franchises both in the UK and internationally, M&C has learnt.
Founder Paul Hurley said the first site away from London is likely to be in Brighton in the first half of 2016 while looking to open in other key UK cities such as Manchester, Leeds and Birmingham.
“We will be expanding our stores through London and the southeast and looking to expand further through partnerships,” Hurley said. “We want to expand in the UK but not get too large: we want to stay exclusive but not elitist.
“We have to keep true to what we are which is an independent, passionate family business, so opening 100 units a year would lose that feel.”
The group has been approached by interested parties with experience in operating franchise units to open single and multi-sites.
The Dum Dum model is reliant on donuts baked freshly each day so Hurley said a cluster model around a centralised bakery would be required to open in any new area.
Dum Dum bakes its donuts daily at a centralised bakery that services satellite London stores. Hurley said this model would be replicated as it opens in new regions by opening a cluster of units.
Hurley said he is cautious to work with partners who share the brand’s vision calling franchising a “brilliant thing when it’s done correctly”.
He said interest for franchising has come from across the UK from partners looking at single site or master franchise agreements as well as franchise rights for transport hubs – another space Hurley is keen to introduce Dum Dum to.
The company has operated a pop-up stand at Old Street station for the past three months, which has been its busiest location despite only running five days a week.
Hurley said further sites are being sought to open Dum Dums in transport and travel locations, which are a “perfect fit” for the product.
In central London the group will open company-owned stores as its reputation grows through website sales and delivery.
The centralised bakery at Chelmsford has the capacity to supply donuts up to 20 stores in and around London; there is potential to increase capacity at the same location with further investment.
The first international Dum Dum will open in early November in Dubai as the first of 10 to open in the UAE over the next five years.
Hurley said Singapore and Australia are two key regions he believes would suit the brand that would open up new markets for the Dum Dum brand.
He said interest in franchising has come from across the world: “Singapore would be good for us as it opens up the Asian market. The US is end goal when it comes to donuts but we need to approach it in the right manner as each state is like a country in itself.”
Visitors from around the world visit the London stores, which has given the company a strong indication of which countries the brand would be successful in, as well as countries Hurley is interested in introducing Dum Dum to.
“I would love to be in France and Italy as I think it is a very European produce that has transcended across the globe.”
