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HAPPY ENDING DONUTS

Branded Food & Beverage Concept

A renegade donut brand built by Taste Collective for the millennial consumer


 
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INSIGHT

- Tough track record for foreign donut brands in China

- Consumer consumption behaviours and tastes differ from overseas countries, particularly in the baked goods space

- Young professionals are dining out after dinner for dessert and drinks

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IDEA

Build a stand-out donut brand positioned as a post- dinner dessert destination to enjoy with friends

- Viral ‘food porn’ content targeting millennial consumers

- Research, develop, and test new donut recipes and flavours

- Collaborate with local and international F&B brands

- Launch pop up restaurant in high foot traffic location

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IMPACT

Shanghai’s first late-night donut pop up store sold out every night

- 50,000 impressions, 500+ customers


The Project