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Planet Doughnut lands in Telford

By James Pugh | Telford | Dining out | Published:

A specialist doughnut producer has opened a new unit in Telford.

Planet Doughnut has opened in Unit 14, Sherwood Square, in Telford Centre.

The firm has enjoyed incredible growth since it established itself as a home-based delivery business in 2017.

It has gone on to open its first shop in Claremont Hill, in Shrewsbury, and a kiosk in the county town's Darwin Shopping Centre, now employing about 16 people in total.

Duncan McGregor, founder and director, said: "We have been in Shrewsbury now for just under two years and we were looking to expand out and expand close to home so we could supply it easily from our Shrewsbury bakery.

"The right opportunity came up in Telford after we did a few pop-ups at its summer fairs and markets. We thought there was definitely scope for us to get into Telford.

Plant Doughnut founder Duncan McGregor

"We struck a good deal for 12 months and we are here to trial it. If all goes well I want to be here permanently.

"The footfall in the centre is amazing so I am really hopeful we will do well here."

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Mr McGregor and his wife, Sam, launched Planet Doughnut in their garage at home in October 2017. However ,demand for their handcrafted doughnuts was such that they quickly needed to upgrade their machinery to keep up with orders.

Before long it became apparent that to realise the full potential of the business, dedicated premises would be required, which led to the opening of its Shrewsbury shop.

"We just keep changing our doughnut flavours and try something different all the time," said Mr McGregor.

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"The response to our doughnuts has been amazing. I can't believe the amount of people who follow us on Instagram and Facebook and come and buy our doughnuts.

"The move here will allow us to do more vegan doughnuts. The feedback from Shrewsbury and Telford is that there is a need for it.

"We're also hoping we can get a foothold with our coffee as well."

Looking ahead, Mr McGregor is planning to branch out even further into the Midlands.

"We have a team of about 16 at the moment but if Telford is going to be constantly busy then it will need to grow.

"Within the next 12 months I want to move to Wolverhampton. It's logical. I would eventually aim for Birmingham as well."

The Telford unit was formally opened today by Councillor Stephen Reynolds, the mayor of Telford & Wrekin, who lent a hand serving customers.

He said: "This is a welcome addition to Telford town centre. They have done a wonderful job in turning around what was a kiosk really into an attractive and very busy Planet Doughnut unit."

James Pugh

By James Pugh
@JamesP_Star

Shropshire Star Business and Farming Editor.

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