The business, which was launched on Tuesday (25 February) at Box Park, Shoreditch, London, is to place an overall order limit of 50 boxes per night, having sold out of doughnuts in-store since opening.
According to the business, its website crashed for 12 hours due to demand, and is hiring more pastry chefs to keep up with in-store and online orders.
Paul Hurley, founder, said: “We’ve had thousands of online orders, plus ones for the shop. I’m kind of speechless. We are already hiring more pastry chefs, but because we have high standards, it’s going to take a while to train them. We’re not going to risk quality.”
Calling itself the UK’s first ‘Donutterie’, the launch of the baked doughnut business follows success at Westfield Stratford Shopping Centre, London, where the brand was trialled in November last year and January 2014.
Using fresh ingredients daily, flavours include crême brûlée, toffee apple, toffee apple cinnamon, and the ‘Zebra’, containing chocolate buttercream and ganache.
Hurley has also designed a low-fat raspberry preserve doughnut, containing 6g of fat, compared to the traditional American jam doughnut, which contains 17g.
Traditional American-style doughnuts cost £1.80 each, or £6 for a box of six. Those using a croissant pastry, in the same style as a Cronut, are £3, or two for £5. A mixed box containing two croissant doughnuts and six others is £10.
They are produced using local flour in Essex at Pilgrim’s Patisserie, which Hurley owns with a business partner.
*Don’t miss British Baker’s Doughnut feature in the next issue of the magazine, out on 7 March.