What's the big idea?
Need a special treat? Craving something sweet, but still made with whole, quality ingredients? Find yourself downtown late at night with nothing to do? Want to impress your out-of-town friends with a wild and delicious bit of local-food color?
We are now your dessert.
Propaganda Doughnuts will be a locally focused, community-oriented gourmet doughnut shop, open in the morning for breakfast and brunch stops, and until after the bars close, when you need one last hit before you head home. Creative flavors from local and seasonal ingredients. Danger. Intrigue. Doughnuts.
Describe the nearest player in your field.
Doughnuts are, of course, available all over—Meijer, Family Fare, and both Marge’s and Sandy’s Donuts, which are in the suburbs of Grand Rapids.
Additionally, considering downtown snacks and late-night food, there are options for all sorts of junk food and drunk food: hot dogs, tacos, pizza, etc.
How are you different from that player?
No bakery in the area is makes doughnuts entirely from scratch- every product available is either pre-made or from a mix.
No bakery is open late.
No bakery has yet caught on to the nation-wide trend of funky, gourmet, locally source doughnuts.
Best of all, nobody else has spies and secret agents.
How does this idea scale into a big business?
This idea can expand extremely easily, using the original location as a hub, and opening pop-up stands at events, opening a Propaganda Doughnuts food truck, and opening satellite locations in other areas of Michigan that are working on building a local food community like ours, like Detroit.
Why are you the one to run with this idea?
Working as The Starving Artist- one of GR’s foremost locavore private chefs- I’ve gotten extremely involved in furthering the local food scene. My culinary background will keep the product well-made and creative, and the fun spy-themed twist on the design will keep the marketing exciting.
What is a $5,000 experiment you can do to move your idea forward?
I plan on using the experimental money to run a couple of pop-up “doughnut shops” before the actual location would open, building interest, testing recipes, and getting a feel on the legitimate public interest in such an offering in the downtown area.