Doughnotts started with £10 and a side hustle mindset. Now it is multiple retail stores, big expansion plans, and a franchise model built around customer service.
In EP11 of Beyond SEO, Glen and Kevin sit down with Wade Smith to unpack the real story behind building one of Nottingham’s most recognised doughnut brands.
This episode covers the unglamorous bits people skip: learning by doing, brand naming battles, domain drama, retail economics, why business rates crush stores, and why Wade believes customer service outweighs product.
Chapters
00:00 Intro and guest welcome
00:55 Who Wade is and what Doughnotts is
02:12 The real origin story. Man vs Food, broke beginnings, first sales
07:19 Early lessons. Persistence, learning by doing, staying honest
08:14 Ego check. The Ferrari story and “business money is not your money”
13:57 Naming, rebrands, cease and desist letters, domains, trademarks
16:26 Becoming the face of the brand and managing public identity
25:26 Scaling decisions. Physical stores, supermarkets, and why Co-op did not work
26:40 The kiosk-on-wheels model. No rates, lower risk, faster expansion
29:04 Why experience matters. Lighting, vibe, and what brands like 200 Degrees get right
34:51 Online sales as a data engine, not just revenue
38:06 COVID. The bakery gamble, survival mindset, and the cookie pivot
40:05 If Doughnotts disappeared tomorrow. What Wade would do differently
42:28 UK investment reality. Due diligence, negotiations, underpromise and overdeliver
43:29 Franchising model, economics, and “customer service franchise” thinking
55:17 Where to follow Wade and Doughnotts
55:48 Outro
Follow Wade: @wadey_doughnotts
Doughnotts: https://doughnottsofficial.com/
Instagram and TikTok: @doughnottsofficial
Growthack: https://growthack.io/
Beyond SEO playlist:
https://www.youtube.com/watch?v=wmk-iXDeDmI&list=PLyRi3SnB4M7bqeTm2Ku_kNhypxZeuUiSW
#BeyondSEO #Doughnotts #WadeSmith #Nottingham #Entrepreneurship #Hospitality #Retail #Franchising #BrandBuilding #CustomerExperience
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