THIS head honcho loves his childhood treat so much, he is putting his money where his mouth is.
Just back from Dubai, where he paid $410,000 in rental fees to start a Donut Empire store, chief executive Sky Chiew revealed that he will be launching nine shops in China and South-east Asia by the end of the year.
Locally, the 10-outlet chain opened a takeaway kiosk in Tampines last month. It will be welcoming another five stores here by this December.
Mr Chiew, who can eat up to four doughnuts at a go, said: "I've loved doughnuts since I was a child. What better way to sustain this love than to share it with like-minded people?"
Like the 35-year-old, many of his customers are passionate about the sweet snack.
During the Ramadan fasting month that ended last week, 3,700 doughnuts flew off the shelves at the company's Tanjong Katong Complex outlet every day. Other outlets sell about 1,500 doughnuts each daily. During weekends, cash registers ring up 30 per cent more sales than on weekdays.
Over 12,000 flavoured items are churned out daily - literally enough to keep the dough rolling in.
Popular flavours include Typhoon Oreo, with white chocolate and crushed Oreo cookies, and Simpson, a strawberry chocolate doughnut with rainbow rice.
Last year, Donut Empire achieved $2.6 million in revenue, thanks partly to increased Muslim patronage since it obtained halal certification.
Mr Chiew told my paper: "Malay customers form 40 per cent of our client base. They usually buy several boxes at a time, for themselves, their families or as wedding favours."
There is also a healthy demand for customised doughnuts for special occasions, such as birthdays, full-month celebrations and corporate meetings.
When the home-grown company turned one in July, it introduced seven new flavours to mark the milestone. Fresh offerings included D-Haven, a concoction of D24 durian flesh topped with cream and with a hand-drawn design making it resemble the king of fruits.
The company conducted a three-month study to come up with the items. It surveyed popular flavours that competitors had which were not featured on its own menu, and researched raw materials and ingredients.
Mr Chiew said he is planning to introduce ice-cream doughnuts, savoury doughnut sandwiches and even eggless doughnuts for vegetarians in the near future.
He is unfazed that the doughnut fad could turn stale.
"Good products will stand the test of time," he said.
The entrepreneur revealed his "simple" recipe for success: "Dare to think big, don't worry about failure and work very hard."
