It’s been less than five months since popular American-style doughnut vendor Doughnut Time moved into Melbourne. In December, it opened two pop-ups in Topshop stores; one in the Emporium (which is now a permanent site), and another in South Yarra. Then the new Degraves Street Doughnut Time store opened in late February. Now there's a third – this time in Fitzroy.
The expansion of Doughnut Time across Australia has been rapid. Since its launch in Queensland in February 2015, eight stores have been established in Queensland, and another eight in Sydney. The new Fitzroy store, which opened on Saturday, brings the nation-wide total to 19.
Owner Damian Griffiths isn’t planning on slowing down, either. He has plans to take Doughnut Time to the west coast, opening a store in Perth later this year. “I want to open up a couple key stores in each Australian city and just keep building it from there,” he says.
But for now, the focus is on Fitzroy.
“It has always been a buzzing, exciting area full of great people, with an amazing food and cafe culture. We’re really happy to be moving into the neighbourhood,” says Griffiths.
The new store captures the same small, bright, hole-in-the-wall aesthetic as the Degraves Street store. There’s glass cabinets filled with a whole lot of doughnuts, lots of takeaway boxes, neon lights, and not much else.
“I’m treating it like a little shop and kitchen. I’ve kept the same model, and haven’t brought in big machines,” says Griffiths. “Everything is made the same way.”
Crowd favourites, such as the signature Love At First Bite (Nutella-filled doughnut); the Ya Bacon Me Crazy (maple-glazed doughnut topped with crisp bacon); and Butternut (burnt-butter-and-pistachio-glazed doughnut) feature. Replicating the format of existing stores, new and adventurous flavours – featuring Froot Loops, mini M&Ms, pretzels, crème brulee custard and more – will rotate on and off the menu board for $6 each. A selection of rotating milkshakes is also available, for $10.50.
Doughnut Time has teamed up with local graffiti artist Steen Jones for the launch. A limited run of takeaway orders will be served in specially designed boxes.
Doughnut Time Fitzroy
377 Brunswick Street, Fitzroy
Mon to Sun 8.30am–11pm (or until sold out)
This article was updated on Wednesday May 11, 2016.