Mister Donut to open three new concept stores in Cebu

CEBU, Philippines - Popular donut chain Mister Donut unveiled its plan to open about 30 stores in the Philippines this year, three of which will be in Cebu.

Mister Donut product segment manager Archer Urbano said the upcoming stores will be operating through their new “café concept” format, which seeks to convert Mister Donut from an ordinary baked products store into a cafeteria.

The concept, Urbano said, took inspiration from the international donut chain’s branches in Japan which have overhauled their stores into a teeming café selling various products like pasta and hot and cold beverages.

Yesterday, Mister Donut has opened its first concept store in Cebu at the Mactan Newtown in Lapu-Lapu City. Similar concept stores will soon be opened in Cebu City and Mandaue City in the later part of the year.

The Mactan Newtown is a commercial mixed-used complex situated in an over 20 hectare property in Barangay Mactan, Lapu-Lapu City.

Mactan Newtown is Megaworld’s biggest township project so far in the Central Visayas area composed of premier residential condominiums, office towers, hotel, malls commercial and retail hubs, among others.

Urbano said the incorporation of a cafeteria theme into their donut stores is a major step at repositioning their niche in the market given the entry of high end competitors in the industry.

“The conversion is more of boosting our brand image,” said Urbano.

Mister Donut’s concept stores across the Philippines will be themed in brown color. All its concept stores are company owned while its ordinary joints are mostly franchised, according to Urbano.

Their newest product offering, he said, is the “Pon de Ring” donut which is considered the top-selling donut in Japan. It is said to have a more chewy texture compared to any other donuts available and comes in many flavors, as well.

“Recently, loyal customers have warmly welcomed the new Japanese inspired motif of this beloved donut shop.  Mister Donut continually innovates by bringing into the country the original ‘Pon de Ring’ from Japan, which has quickly become the no. 1 donut of choice,” officials said in a statement.

“This freshly made delight can definitely bring a warm smile with every bite.  That trademark chewy texture of such a uniquely shaped donut bursts with so much scrumptiousness. Initially available at their Greenhills branch (with others soon to follow); this delicious creation will surely wow even the most discerning donut palettes,” they added.

According to its website, Mister Donut originated from the streets of Boston, USA in 1955 and reached the Philippines in 1982 and is now one of the fastest growing food brands in the country.

Currently, it has over 2,000 shops nationwide, selling thousands of donuts and other baked products each day.

Mister Donut describes itself as organization of committed and hardworking individuals, who promise that every donut is just perfect.

The company is also set for a rapid expansion program with potential franchisees, who are ambitious and dedicated. (FREEMAN)