Retail Food Group to introduce new flavours for first Donut King in Sweden to open next month

RETAIL Food Group is banking on the Swedish “fika” concept of relaxing with coffee and a sweet treat to endear the country to Donut King.

Donut King, a franchise business run by Gold Coast-based Retail Food Group, is launching its first of 30 stores in Sweden. Photo: Supplied

RETAIL Food Group is banking on the Swedish “fika” concept of relaxing with coffee and a sweet treat to endear the Scandinavian country to Donut King, which will open its first store there within weeks.

The first of a 30-store rollout in the next five years, the maiden store in Örebro will serve its first doughnuts before Christmas, with new Swedish flavours like cardamom, blueberry and lingonberry to join the favourites already served in Australia.

Donut King, a franchise business run by Gold Coast-based Retail Food Group, is launching its first of 30 stores in Sweden. Photo: Supplied

The Gold Coast company’s first Swedish franchise partner, Jasmine Saeedi, said she was confident the brand would succeed in her community.

“Anyone who is familiar with the Swedish climate will appreciate how comforting warm cinnamon doughnuts and a cup of quality coffee will be,” Ms Saeedi, who runs her own social service business, said.

“The knowledge I’ve already accumulated through running my own business is transferable and I look forward to using my past experiences to be at the forefront of Donut King’s European expansion,” she said.

Donut King is hoping its success in Australia transfers to Sweden. Photo: Supplied

Last year alone, Australian franchises served more than 20 million customers and sold 17,208,512 cinnamon doughnuts.

Donut King Örebro is located at Kungsgatan 23, 702 11 Örebro. A second Donut King store is slated to open later this year in Falun, at Holmgatan 20, 791 71 Falun, Bergströms Galleria.