Dough Ho’s Vanessa O’Neill reveals doughnut brand could stay open after announcing store closures

A Sunshine Coast businesswoman whose doughnuts have earnt a cult-following is walking away from the business, but there is still hope for one of her stores.

Dough Ho owner Vanessa O’Neill. Photo: supplied.

The founder of a popular doughnut company on the Sunshine Coast has revealed her brand could live on under new ownership after announcing she was closing down.

Mother-of-two Vanessa O’Neill opened The White Oak cafe in Buderim three years ago before rebranding to Dough Ho in March, 2020 and whipping up a second venue in Mooloolaba late last year.

While hundreds of her tasty doughnuts, from biscoff to fairy bread, flew off the shelves every day, Ms O’Neill said she has now closed her second shop, with her flagship expected to follow suit on February 18.

This follows a popular restaurant in Mooloolaba also closing its doors after more than 30 years.

The queen of treats said she made the “hard” decision to fold after struggling to turn a profit amid suppliers bumping up prices every three months since mid-last year.

She also worked seven days a week and sometimes 20-hour days while juggling being a parent and handling a recent health diagnosis.

“All of that contributed to me needing to step back,” she said.

While she is walking away from the brand, she said there has been interest from local cafe owners to buy the Buderim store, which could happen before the closing date.

As for her recent second store in Mooloolaba, Ms O’Neill said it was a “risk” to expand but was “really confident” when opening it, especially after a successful Christmas holiday trade.

But she said this store struggled to take flight as the town lacked parking and was dependent on tourists.

“It didn’t turn out to be exactly what I thought it would be,” she said.

Ms O’Neill said she had plans to turn the Mooloolaba site into a new eatery by early March, serving coffee, bubble tea and fresh, ready-made healthy meals.

“There’s nowhere along the Esplanade that does that,” she said.

She said she would take a back-seat role with her new venture, allowing her “amazing” staff to take charge.