bake - May 2020 - 36

CONSUMER INSIGHTS

USING DATA TO DRIVE
A leading doughnut shop in Washington, D.C.,
looks to innovate with a customer-driven seasonal
doughnut menu and more affordable options.
District Doughnut has typically focused on seasonal
trends for its menu, with flavors such as Nutella Cream
and the festival-inspired Cherry Blossom in the spring.
Recently, the shop has switched it up by rolling
out a data-driven monthly menu. New flavors are
selected through online polls, flavor sales and
customer feedback. These new monthly flavors will
then compete for longer term spots on the menu
at District Doughnut's five locations throughout the
D.C., Maryland, and Virginia area.
"There's a reason why District Doughnut has
been voted Best Doughnut in the Nation's Capital.
It's not just our commitment to quality but also
our commitment to innovation and using data to
give our customers what they want," says District
Doughnut co-founder and executive pastry chef
Christine Schaefer.
The change in menu design also comes with a
change in pricing. In the spring, District Doughnut
conducted a customer survey to better identify their
needs and wants. One of the biggest things they
asked for were more affordable options. In response,
District Doughnut has introduced bulk doughnut
pricing discounts, with a half dozen for $16 or a
dozen for $29.
"Our commitment to pursuing the perfect
doughnut and to providing joyful experiences
remains steadfast," says Greg Menna, co-founder
and chief executive officer of District Doughnut.
"There's a reason our teal doughnut bags say
'Happiness found'. District Doughnut is not just for
a select few that can afford an artisanal doughnut
experience free from artificial preservatives and
flavors. District Doughnut is for everyone, and we
are committed to offering more affordable pricing
to allow our customers to enjoy more "hole foods"
without the whole paycheck."

36

Bake Magazine Digital Special Report  2 | Volume 1 | bakemag.com

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bake - May 2020

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