Go Nuts Donuts
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|Michael Trillana (President)|
|Parent||The Donut People Incorporation|
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. 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.
Although sales were up permitting them to increase their prices, they retained their usual retailing prices. Company president Michael Trillana stated:
|“||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.
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. It also has plans to open more in Malaysia, China, and Australia.
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.
- Gokongwei-Cheng, Lisa (February 2, 2004). "The Manny Pacquiao of the Doughnut World". The Philippine Star. Retrieved March 27, 2009.
- "Hole in the wall donut shop lines up sweet success". Yehey! Lifestyle. Archived from the original on 2007-12-18. Retrieved 2009-03-30.
- "Hole in the wall donut shop lines up sweet success". Yehey! Lifestyle. Archived from the original on 2004-09-23. Retrieved 2009-03-30.
- Zach Coleman (August 18, 2006). "Doughnut Invasion: Krispy Kreme Takes on the Asian Market". Asia Sentinel. Retrieved 2009-03-31.