By Aimee Chanthadavong

Following 32 years in the business, Donut King outlets across the country will be getting a makeover.

As part of the rebrand, the logo, uniforms, packaging and point of sale signage will be updated, while the focus of Donut King will shift on creating a fun and customised in store experience.

Managing director Gary Best said the rebrand is part of the company’s goal to remain relevant to customers in a competitive retail environment.

“After thirty years as the bright pink beacon in shopping centres across Australia, we decided it was time to shake things up and take our brand to the next level,” he said.

“We are constantly looking at our product offering and thinking about what we can do to enhance our customers’experience. Donut King is famous for its tasty treats but we wanted to take the store experience of our customers to a whole new level, and we realised that to truly embrace the Make It Fun brand position we needed to make a few big changes.”

Another focus of the rebrand is providing customers with the ability to customise their treats in a fun way. The first product to launch under the new brand identity are ‘Shaker Shots’ where customers will receive two donuts in a customised shaker bag with two flavour shots of their choice: wild berry, salted caramel, sour apple, bubblegum, chocolate and banana.

“In the digital age, technology and social media has put our customers well and truly in control,” Best said.

“Customers want to be able to do things their way, and on their terms. We are embracing this by integrating technology into our stores that allows customers to customise everything about their order, from shakes and donuts to hotdogs.

“It’s not just about customising what you order, either. Our new Shaker Shots give our customers the chance to not only customise their flavours, but to engage with the product and shake it their way. We know that our customers want to be creative in the way they consume products – so why not give them the chance to be creative with their donuts?”

Over the next year, all stores will be refurbished while new store design elements and store signage will continually change as new stores are opened.

The company also plans to increase the Donut King system in areas, such as drive-thru and other non-traditional locations outside of the shopping centre environment.