Singapore-based Mad Over Donuts is looking to introduce more dessert items to its menu by November 2016. Customers and fans of the brand will see the addition of a range of waffles and cookies as well as introducing home deliveries to boost sales amidst staggering sales.
Tarak Bhattacharya, COO of Mad Over Donuts said, “In the last two quarters, we have concentrated on home delivery which now accounts for 12% to 15% of our sales from 2% to 3% before. Through this we have noticed that the same customer ordering has increased.”
Currently present in 51 stores around the country, the company is looking to expand its base by opening stores in new markets including Kolkata and Hyderabad. With brands like Krispy Kreme and Dunkin’ Donuts in the market, it’s only fair that they are looking to expand and grow and introducing something more. Dunkin’ Donuts launched burgers when they entered the Indian market, but MOD plans to stick to the dessert-based offerings that compliment their existing portfolio. “Donut will always be our hero,” added Bhattacharya.
The donut category forms a tiny percentage of the Rs.6,000 QSR segment in India. This segment is also not showing a strong growth due to consumers not wanting to spend too much money amid economic uncertainty. Which explains the introduction of new flavours and menu innovations.