Downfall of daypart
Donuts are no longer just a breakfast staple, Mr. Appling said.
“One trend that is growing is featuring fresh donuts all day long,” he said. “Consumers love donuts all day long, from afternoon snacking to late night ‘desserting’; it’s a perfect base for creating signature products.”
As an example, California Donuts in Los Angeles said its walk-in traffic peaks between 10 and 11 p.m. every Friday, according to a new Facebook feature that helps retailers generate excitement about their brand and monitor customer demand.
“It’s incredible to see the growth of donuts and how much consumers love them,” Ms. Loveland said. “Consumers’ expectations are increasing and they want to be delighted with colors, textures and flavors — and customers are capitalizing on the opportunity to expand donuts into different parts of the day.
“Savory is an opportunity for that afternoon and evening time and even the trend of Enlightened Eating — where consumers seek inherent benefits from food like protein or probiotics — can be applied with donuts. Creating differentiation within the bakery with unique flavors can help drive demand and drive consumers into the bakery.”
Much of the late-night success can be attributed to social media. When consumers find a unique or high-end creation, they want to share it with their friends. That, in turn, can drive more traffic to the retailer offering those new donuts.
“Consumers are looking for donuts that deliver on flavor experience and eye appeal,” Mr. Appling said. “With social media such an integral part of life, consumers actively share food experiences, and donuts are close to the top of the list for posting. Our customers are looking for products that enhance the visual and taste appeal of the end product.”
