At 7.30am on Wednesday, the pink neon hoop outside the new Doughnut Time shop on Degraves Street lit up. By 4pm – when the store started giving out hundreds of mint-green boxes (those ones clogging your Instagram feed) for free – the queue was close to 100 metres long. Inside the boxes were rings. Doughnut rings.
What’s so great about this Brisbane doughnut chain opening its first permanent store in Melbourne?
“People have been really amused by it, since nothing cool comes out of Brisbane,” says owner Damien Griffiths.
While it only has a small hole-in-the-wall shopfront (like its other 14 stores across Australia), the variety of doughnuts stuffed behind the glass window is extensive.
Once you get to the front of the queue, it’s worth spending a bit of time taking in the names of the doughnuts. There’s the Ferrero No Share (dark-chocolate glaze, roasted hazelnuts and a Ferrero Rocher); Ya Bacon Me Crazy (maple glazed topped with crisp bacon); and Pump Up The Jam (filled with raspberry and plum jam, dusted with cinnamon sugar). There is also the Vegan Fox (dark-chocolate glaze with pistachios and freeze-dried strawberries). The Flinders Treat is a coffee-flavoured Melbourne exclusive.
Doughnuts are $6 and milkshakes are $10.50. They are packed with cream and over-the-top trimmings.