Nottingham is definitely mad about its homegrown 'Doughnotts' if the success of the new Beeston store is anything to go by.
Queues have been forming every day since the store opened on Saturday, October 30, with some of them stretching round the corner and customers not worried about waiting in the rain.
In fact, Daniel Byrne, Doughnotts Marketing Manager, said the Beeston opening was probably a record-breaking opening for the popular chain, selling in excess of 1,600 'Doughnotts' on the day.
"It's been very busy. I'd say it was our busiest opening yet and today (Wednesday, November 3) has been our second busiest day.
"We made 900 for the store today. We've had queues here every single day and it's been a great start.
"The staff are doing fantastic. We've learnt a lot since opening in Lincoln and the staff have had some great training now and it's going really well here. "
When Nottinghamshire Live visited on Wednesday a constant stream of customers were arriving at the counter to get their fix.
The store is selling hundreds of units a day and Mr Byrne said Beeston was in for even more of a treat as it hopes to work with local restaurant Bendigo Lounge to do decorating classes.
"We're going to work with Bendigos and do decorating classes, We're definitely here to stay. The plan is we'll use upstairs, have cocktails and a donut decorating sessions, We'll hopefully do some kids ones too," said Mr Byrne.
The brand new Beeston store is the fourth store in the chain to open and he said the company won't be stopping there.
"Top secret plans afoot for now," added Mr Byrne.
"Wade's (Smith, one of the founders) is ever growing, he's working on lots and lots of new secret things. Big things planned."
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