Doughnut Time rolls into Ampol servos as both brands seek revival

Australians will soon be able to pick up a box of Doughnut Time doughnuts when they fuel up at their local Ampol service stations in a new partnership that aims to boost the petrol company’s premium offering and revive the brand of the once-troubled confectionary business.

Doughnut Time and Ampol have struck a national supply deal that will see the hand-made treats roll out across all 650 Ampol Foodary stores by the end of 2023, starting with Victoria on Monday.

“It really sucked watching the darling child of Australian doughnuts stumble. It’s great to be a part of trying to restore that again,” said Doughnut Time supermarket and convenience head James Willis, who founded the gourmet cupcake-in-a-jar business The Mason Baker in 2016.

The Brisbane doughnut chain entered liquidation in March 2018 after its original founder former lawyer Damian Griffiths ran out of cash trying to expand too quickly. The once 30-store empire was then purchased by Gold Coast entrepreneur Peter Andros, who now operates its much smaller retail footprint of three stores in Queensland, while Willis handles the brand’s rapidly growing supermarket and convenience arm.

The hand-made doughnuts will be rolled out across Ampol Foodary stores in NSW and Queensland by March 2023, with the rest of the states to follow. Doughnut Time is currently stocked in Coles Express in Queensland, Woolworths Metro in NSW and Queensland, and Freedom Fuel in Queensland.

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Willis said the ASX-listed petrol company had reached out to explore an exclusive supply deal with a brand that “people will cross the road for”, describing the doughnut market as “really heated” at the moment. Convenience store chain 7-11 notably stocks Krispy Kreme doughnuts.

Ampol rebranded from Caltex in August 2020 and has spent the last two years growing its convenience store offerings, with its partnership with Woolworths growing to 50-odd MetroGo stores around Australia. Ampol’s Pimpama service station in Queensland features a drive-through ramen restaurant.

Ampol merchandise general manager Skye Jackson said Ampol was keen to stock “emerging local businesses” as a point of difference.