Project D, which produces elaborately decorated doughnuts from its headquarters in Derby, has opened its first permanent store at Loughborough University Students’ Union, in Ashby Road.
The shop, which is also open to the public, serves its full range of Instagram-ready doughnuts and is the first place in the country to stock Project D shakes.
As well as a range of traditional shakes make with ice cream, milk and chocolate bars, the company has also created a vegan range made with oak milk and vegan ice cream. And, in line with the university’s sporting links, Project D has also made a range of protein doughnuts and shakes to help athletes build muscle.
Operations director Max Poynton said: “We are so excited to have our very first permanent site and I’m very pleased to say we have been selling out almost every day.
“It’s the first time we have sold our shakes to the public and the feedback we are receiving is amazing – the vegan range in particularly is very popular.
“We hope this will be the first of many stores across the UK and would like to thank everyone at Loughborough University for their support.”
Project D launched by selling doughnuts at pop-up events and kiosks in shopping centres until the pandemic hit, when they began an online delivery service.
The company has yet to return to the high street, but it is hoped that the Loughborough store will pave the way for shops in Manchester and Nottingham.
Max added: “Our doughnuts are made overnight and are freshly delivered to Loughborough every day to ensure the very best quality.
“And we have started a range of Loughborough Specials – a different doughnut each day, made especially for the Loughborough community.”
Project D at Loughborough University Student’s Union is open between 11am and 6.30pm Tuesday-Saturday and between 11am and 5pm on Sundays.