Franchising

Shipley Do-Nuts opens 14 shops in 2022

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January 27, 2023

Houston-based Shipley Do-Nuts, which is 85 years old, continued its expansion in 2022, opening 14 locations and inking 11 multi-unit franchise deals that will add a total of nearly 100 shops to its pipeline.

The agreements will bring the brand to three new states, Maryland, Georgia and Virginia, and expand its footprint in Colorado, Florida and Texas. The first Maryland location opened Jan. 9, 2023, and the first Georgia location is slated for a late Q1 2023 opening. The company is projecting double-unit growth in 2023 over 2022.

"We will remember 2022 as a banner year for Shipley. We had a tremendous amount of interest in the brand from experienced, multi-unit operators who will accelerate our growth in new and existing markets," Shipley Do-Nuts CEO Clifton Rutledge said in a company press release. "We've been working fast and furious to upgrade our offerings and guest experience as we introduce the Shipley magic to new generations and regions and continue to build upon this momentum in the new year."

The company kicked off 2022 by updating its branding to better convey the fun and flavor of today's Shipley Do-Nuts. The famous Shipley red is now accompanied by new "Do-Happy" branding, a play on the unique spelling of the company name and celebrating the taste of Shipley's made-fresh-daily do-nuts, Rutledge said.

In late summer, Shipley launched a companywide coffee program, offering guests premium Shipley House Blend hot coffee made from ethically sourced Central and South American medium roast coffee beans, plus two flavors of cold brew, Bold Black and Salted Caramel. It is also testing Botrista to add flavored lemonades to the beverage program.

When Shipley rolled out its new online ordering program systemwide in 2022, ticket averages increased by nearly 20%, and when it began testing a loyalty program in its corporate-owned Houston shops, thousands of members signed up in just weeks. Shipley will introduce the program systemwide in 2023.

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