Popular Australian doughnut outlet Donut King is going from strength to strength, embracing the digital realm in order to increase reach to a new generation of digital-savvy consumers.
The Donut Rush app, in which users must control a unicycle-riding doughnut in order to reclaim doughnuts for the Donut Kingdom, has had over 300,000 downloads since launching in March. The app claimed top spot in both the Apple and Google app stores. Users have the chance to claim rewards and win free doughnuts through use of the app.
Donut King, which has over 300 outlets in Australia and New Zealand, is also looking at expanding reach through Snapchat, digital-based marketing campaigns and store-level social media use.