Daniel’s Donuts
Daniel's Donuts is an Australian bakery chain founded in 2016 operating company-owned retail stores across Victoria, NSW, Western Australia, and Queensland. It sells 50+ donut varieties plus coffee, pies, and shakes, supported by a mobile app, online ordering, and Bite Club Rewards loyalty program.
- Company typePrivate
- Founded2016
- HeadquartersAltona, Australia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Daniel’s Donuts does
Daniel's Donuts is an Australian bakery and café chain founded in 2016 and headquartered in Springvale, Victoria. The company operates company-owned physical retail stores across four Australian states — Victoria, New South Wales, Western Australia, and Queensland — with its flagship Springvale location operating 24/7. The product portfolio is anchored by 50+ varieties of donuts (including signature filled/iced/glazed lines, vegan options, and gluten-free options), complemented by barista-made coffee, pies, shakes, cookies, celebration cakes, and branded merchandise. Founder Daniel, who began baking donuts in his parents' bakery at Hogan's Corner while in primary school, remains the principal operator of the business.
The business runs a direct-to-consumer model combining in-store retail with a digital ordering layer. Website, mobile app (iOS and Android), and in-store QR code ordering are all powered by RedCat Pty Ltd's e-commerce platform, with payment processing handled by Tyro Payments Limited. A loyalty program called Bite Club Rewards and digital e-gift cards drive repeat engagement and forward revenue. There is no disclosed wholesale, B2B, or franchise channel, and the company remains founder-controlled under Daniel's Donuts Holdings Pty Ltd (ABN 69 646 751 957) with no institutional investment, public listing, or external parent identified.
Revenue is generated primarily through one-time retail transactions (individual donut purchases and bundle promotions such as '6 for $19.90') and ancillary menu sales. The customer base is entirely individual consumers segmented across general on-the-go treat purchasers, celebration/event buyers, and dietary-restricted consumers. Headcount sits in the 101-250 range, indicating a mid-sized multi-state operation. The business has been publicly recognised via Timeout Melbourne's Top 14 Doughnut Shops list in June 2025 and emphasises its '100% Aussie Made & Owned' positioning in marketing.
Daniel’s Donuts firmographics
Firmographics- Name
- Daniel’s Donuts
- Legal name
- Daniel's Donuts Holdings Pty Ltd
- Website
- https://danielsdonuts.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Daniel's Donuts is an Australian bakery chain founded in 2016 operating company-owned retail stores across Victoria, NSW, Western Australia, and Queensland. It sells 50+ donut varieties plus coffee, pies, and shakes, supported by a mobile app, online ordering, and Bite Club Rewards loyalty program.
- Ownership category
- akta.pro rank
Daniel’s Donuts industry classification
Industry- Product category
- Specialty Bakery & Café
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050), Retail-Eating Places (5812)
- akta.pro primary industry
- Donut Shops (THAFAGAE)
- akta.pro secondary industry
- Cookie & Brownie Shops (THAFAGAF)
Keywords
Where Daniel’s Donuts is headquartered
LocationHeadquarters
- HQ city
- Altona
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Daniel’s Donuts business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Store Sales: Physical retail sales of donuts, coffee, pies, shakes, cookies, and celebration cakes through company-owned store locations. Customers can order in-store or pick up online orders at locations.
- Online and App Ordering: Digital ordering through website and mobile application with delivery or pickup options. The online ordering service is operated by RedCat Pty Ltd.
- Bite Club Rewards Program: Loyalty program (Bite Club Rewards) that drives repeat customer engagement and data collection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual donut purchases available |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Daniel’s Donuts product offering
Product offeringCore offering
Daniel's Donuts is an Australian bakery and café chain that makes and sells over 50 flavours of donuts, including filled, iced, glazed, vegan, and gluten-free varieties. The company also sells complementary café items such as barista-made coffee, milkshakes, pies, cookies, and celebration cakes through company-owned retail stores across Australia and digital channels (website and mobile app). A Bite Club Rewards loyalty program and e-gift cards drive repeat and gift purchases.
Product overview
Daniel's Donuts is an Australian bakery and café chain founded in 2016, operating from Springvale as its flagship location. The business offers a diverse product portfolio anchored by over 50 varieties of signature donuts (including filled, iced, glazed, and specialty flavours), complemented by vegan and gluten-free donut options to cater to dietary requirements. The company has expanded beyond donuts to include pies, cookies, shakes, barista-made coffee (hot and cold), celebration cakes, and merchandise. An online ordering system and mobile app (available on iOS and Android) enable customer purchases, supported by a loyalty program called Bite Club Rewards. The product ecosystem is unified through a digital ordering platform operated by RedCat, with payment processing via Tyro Payments.
Differentiator
Problem solved
Functional benefit
Brands
- Bite Club Rewards: Loyalty rewards program offering points and benefits for repeat customers.
Products and services
- Signature Donuts
Quantifiable outcome
- Listed in Timeout Melbourne's Top 14 Doughnut Shops (June 2025)
Companies that use Daniel’s Donuts
Customer profileSegments3 records
Ideal customer profiles3 records
Daniel’s Donuts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Daniel’s Donuts partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- RedCat Pty LtdcoreRedCat Pty Ltd operates the online ordering service for Daniel's Donuts. They provide the e-commerce platform infrastructure that powers the website ordering, mobile app ordering, and order management systems.
- Tyro Payments LimitedcoreTyro Payments Limited is the third-party payment provider engaged to securely process credit and debit card payments and store payment details for account holders. They handle payment processing under their own terms of use.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Daniel’s Donuts competitors and assessment
Company assessmentBroad incumbents
- Dunkin': Global donut-and-coffee chain with limited but direct Australian presence via franchised locations. Comparable on the global donut-plus-coffee playbook and brand recognition, though broader portfolio than a single-category donut retailer.
- Coffee Club: Australia's largest café chain with nationwide franchise locations serving coffee and sweet-treat menus. Comparable on the barista-coffee-plus-sweet-treat daypart and multi-state franchise scaling.
- Brumby's Bakery: Australian bakery franchise chain with a broad baked-goods assortment including donuts. Comparable on franchise-led retail model and national footprint across suburban catchments.
- Michel's Patisserie: Long-standing Australian bakery-café chain with celebration cakes, pastries, and coffee — overlapping with Daniel's celebration-cake and barista-coffee categories. A broad specialty-bakery incumbent rather than a donut specialist.
- Bakers Delight: Australia's largest specialty bakery franchise chain, offering baked goods including donuts alongside bread and pastries. Comparable on multi-state franchise retail footprint and morning treat-occasion demand.
Emerging players
- Donut Papi: Australian independent donut brand with a creative-flavor, D2C-leaning positioning. Useful emerging comparable on flavor innovation and Instagram-native marketing among younger consumers.
Direct peers
- Shortstop Coffee & Donuts: Australian specialty coffee and donut concept combining barista coffee with craft donuts. Closely comparable on the coffee-plus-indulgent-donut bundle and the 'premium everyday treat' positioning.
- Krispy Kreme: Global specialty donut chain operating in Australia with a comparable made-to-order donut retail model. Directly competes for the same treat-occasion consumer in shopping-centre and high-street locations.
- Donut King: Australia's largest dedicated donut franchise network, with broad mall-based locations and a comparable coffee-plus-donut offering. Closest head-to-head competitor on scale, format, and price point.
Others
- RedCat Pty Ltd: Australian online-ordering platform provider whose technology actually powers Daniel's Donuts' web and app ordering. Listed as an adjacent enabling/technology partner rather than a retail competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Daniel’s Donuts social profiles
Digital presenceDaniel’s Donuts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Daniel’s Donuts leadership team
Management profileNumber of profiles
Profiles1 record
Daniel’s Donuts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Daniel’s Donuts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Daniel’s Donuts
What does Daniel’s Donuts do?
Daniel's Donuts is an Australian bakery and café chain that makes and sells over 50 flavours of donuts, including filled, iced, glazed, vegan, and gluten-free varieties. The company also sells complementary café items such as barista-made coffee, milkshakes, pies, cookies, and celebration cakes through company-owned retail stores across Australia and digital channels (website and mobile app). A Bite Club Rewards loyalty program and e-gift cards drive repeat and gift purchases.
Is Daniel’s Donuts a public or private company?
Daniel’s Donuts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Daniel’s Donuts founded?
Daniel’s Donuts was founded in 2016. It employs 101 to 250 people.
Where is Daniel’s Donuts based?
Daniel’s Donuts is headquartered in Altona, Australia, in the Oceania region.
How does Daniel’s Donuts make money?
Three revenue lines are on record. Retail Store Sales are the primary driver. The others are online and App Ordering and bite Club Rewards Program.
Who are Daniel’s Donuts's main competitors?
Broad incumbents on record are Dunkin', Coffee Club, Brumby's Bakery, Michel's Patisserie and Bakers Delight. Donut Papi is listed as an emerging player. Direct peers are Shortstop Coffee & Donuts, Krispy Kreme and Donut King. RedCat Pty Ltd is listed as an others.
Does Daniel’s Donuts have an API?
No public API is recorded for Daniel’s Donuts.
What industry is Daniel’s Donuts in?
Daniel’s Donuts's product category is Specialty Bakery & Café. Its primary akta.pro industry code is THAFAGAE, Donut Shops, with a secondary code of THAFAGAF, Cookie & Brownie Shops. Its NAICS code is 311811 and its SIC code is 2050.