Doughnotts Announces Strategic Store Closure to Fuel UK Expansion
Popular East Midlands doughnut bakery chain Doughnotts has revealed plans to close one of its existing stores while simultaneously preparing to open three new locations across the United Kingdom. The company, renowned for its innovative and wide-ranging doughnut flavours, will shutter its West Bridgford shop in Nottingham on Sunday, March 15.
A Difficult Decision for Growth
Founder Wade Smith announced the strategic move on the company's social media channels, explaining that closing the West Bridgford location is necessary to free up resources for the chain's most ambitious expansion yet. "We are about to open three more stores, but in order to do that we have got to free up some time and some focus," Smith stated. "In order to grow, one of the sites has got to go."
The West Bridgford store at 16 Gordon Road will be passed on to what Smith described as a "good friend," ensuring the location continues under new management. Meanwhile, Doughnotts is investing heavily in its next phase of development, with three new stores currently under construction outside the East Midlands region.
Customer Reaction and Company History
Regular customers have expressed mixed emotions about the closure, with many sharing their disappointment on social media while acknowledging the company's growth. One customer commented: "So sad to see you go, we love coming to you guys at the weekend," while another added: "I'm glad you are growing but gonna miss it."
Doughnotts was founded in 2015 by Wade Smith and Megan Scaddan, who initially created their first doughnuts in Scaddan's mother's kitchen as a side project to fund a holiday. What began as a modest venture quickly evolved into a successful business, with the first permanent store opening in Nottingham's Old Market Square.
The chain has experienced various changes throughout its history, having previously operated stores in Derby and Leicester that have since closed. Currently, Doughnotts maintains shops in:
- Nottingham city centre
- Beeston suburb
- Lincoln
- Kiosks at both East and West Midlands Designer Outlets
Flavour Innovation and Future Plans
Doughnotts has built its reputation on creative doughnut varieties that go beyond traditional offerings. Their menu includes distinctive flavours such as:
- Pink sprinkle Homer doughnut
- Red velvet
- White chocolate Oreo
- Cookie Monster variety
Smith emphasized the significance of the current expansion, calling it "the biggest investment we've ever made" and revealing that the team has been working "nine months on it, day and night to get it over the line." While the exact locations of the three new stores remain confidential, the company promises to share details with customers soon.
The strategic closure and simultaneous expansion represent a calculated move by Doughnotts to strengthen its national presence while maintaining the quality and innovation that has made it a beloved regional brand.
