Go Nuts Donuts
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| Public | |
| Industry | Donut shops |
| Founded | 2003 |
| Headquarters | Manila, Philippines |
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Area served
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Philippines Kuwait |
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Key people
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Michael Trillana (president) |
| Products | Donuts Coffee Pizza Ice cream |
| Parent | The Donut People Incorporation |
| Website | www |
Go Nuts Donuts is a doughnut-shop chain based in the Philippines.[1]
Company profile
The Trillana-De Ocampo families of the Philippines engaged in a doughnut business to attempt to hold a franchise of the American-based Krispy Kreme. They, however, were denied.[1] Thus, they decided put up their own doughnut company. After eighteen months of planning, Go Nuts Donuts was created.
On their first day of business, a total 700 doughnuts were sold. As of 2009, the chain sells an average of 20,000 doughnuts per day. At one time it sold as many as 27,000. Wanting to promote their doughnuts outside the country, they started delivering through DHL or FedEx.[2]
Although sales were up permitting them to increase their prices, they retained their usual retailing prices. Company president Michael Trillana stated:
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We want to be as affordable as we could be. Even if people were telling us we could charge higher, we said no, we'll keep the pricing. We really want to offer a strong value proposition to consumers, and I think we've been rewarded by that because people are buying by the boxes
Trillana considers the business a gift from his son who died just a couple of days before their first store opened.[3]
The doughnuts of Go Nuts Donuts have been made almost in a similar style as those from Krispy Kreme. They're referred to as less sweet, but larger and last a longer period. The chain has established a franchise store in Kuwait, giving the latter a run for its money. It also has plans to open more in Malaysia, China, and Australia.[4]
In 2012, 40% of Go Nuts Donuts was bought by IP Ventures Retail Group. This has allowed the chain to start selling Highlands Coffee in their branches as IPVI Retail also own the local franchise for it.
Products
Three types of donuts are served:
- Regular: the cheapest of the three
- Premium Donuts: retailed at a slightly higher price
- Prima Donuts: the most expensive
The chain even serves pizza (doughnut-shaped ones which make them unique from those of other establishments). Coffee, as well as non-coffee beverages, is also served hot or cold.
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Donutsontray2.jpg
A trio of doughnuts on a tray. A premium donut (bottom one) and two prima donuts (top two).
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Kookykooler.jpg
A cool beverage which is also served.
See also
References
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External links
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