Donut Costume

The Tale of a Donut Start-Up


Nicholas Gucciardi

Sheridan College

The Start

It all started with sweets and a certain individual, this individual is a man named Leo he goes to Sheridan College and has large cravings for sweets and junk food. After numerous interviews with this fellow student, we discovered there’s an entire world of creativity integrating with junk food. We discovered if people were given the ability to fully customize their food options there would be more of a connection from the person to the item. Thus, they began the company of donuts that started their venture in customizing people’s favorite snacks or treats Donut Costume.

Background on Strategy

Why did Donut Costume go for this marketing strategy? Let me explain, it all comes down to the human phycology we all know that humans strive to better themselves and have an insane list for wants and rewards, but people also like the sense of being on top of all decisions and being in control of circumstances. According to a study from the University of Texas, what triggers these thoughts in our brain to want everything personalized to our specs is the desire for control and information overload. With Donut Costume the desire for control is our key marketing tool and is what we offer for our main product which is our donuts, we want to create a sense of illusion to our consumers that they’re in control and to our brains that creates a positive feeling for us internally. Now going onto the second factor which is information overload, giving the option for people to fully customize their donuts and flavors eases the factor of information overload meaning people don’t have to worry if employees mess up their donuts or must worry about any wrongful scenario.

person holding doughnut with cream

Business Model

The Donut Costume is a 90 percent computerized company, meaning the only person that works in the shop is the person at the front desk for customers who want to pay in cash or cryptocurrency, and yes the Donut Costume accepts cryptocurrency as this was the mainstream topic for months when Bitcoin blew up. The reasoning for everything to be computerized is that we think it makes it easier for customers to customize and make there own donut as young adults and teenagers use digital products more frequently than talking to a person. The Donut Costume offers 64 different flavors of icing such as chocolate, vanilla, strawberry and many more, they also offer 24 different toppings on these donuts such as fruits, chocolate chips and other brand name chocolates such as Oh Henry! The donuts are manufactured on the spot by an automated machine, not only can this machine create donuts in large volume but can also do artistic designs! You can upload images onto our devices to paste it on our creative donuts!


doughnut with toppings

Social Output

Donut Costume is also making an app to order online so people can get their donuts in advance! This app will not only support people’s orders but will be used as a social media platform for the company. People can post and share on this app their brand-new donut inventions to spread awareness of what is tasteful and what is not tasteful. The users that post donuts and get the most popularity will earn points and promotional discounts. For example, if Timmy’s donut earns 1000 likes on any social media platforms Timmy will receive one donut free or a discount on in-store purchases. With this strategy, this gives Donut Costume a decent marketing platform and encourages customers to spread the word about this creative and innovative company! Donut Costume is one of a kind company with expanding the idea, this company sets sail to also expand its product lines such as cookies, cupcakes, and many more!

Custom Beyond Meat Subs In Mississauga!

PSB Cafe Opens a new custom beyond meat restaurant in Mississauga!

Custom Beyond Meat Subs in Mississauga!

This is an example of our custom beyond meat subs after being purchased.
Always wanting a custom beyond meat subs? Are you tired of getting the same meal every day? And not being able to customize to your personal liking? Well look no further at Sheridan’s PSB Café you can custom make your beyond meat sub to your liking! Our new café will have many products for you to eat during your long and busy day at school. Products that we offer includes subs, sandwiches and also salads. Giving you the ability to custom make your own beyond meat meals at our Mississauga location. In today’s blog we will be talking about the benefits of customizing your meals. Benefits includes having the ability to create your own unique sub while try new and different flavours at each visit.

After reading this blog post we hope that we see you at one of our locations in Mississauga to try and to customize your sub to fulfill what your taste buds are craving! Also, be sure to check out our other blog posts regarding our PSB Cafe!

Custom Beyond Meat Subs!

Another example of our custom beyond meat subs made by our customers to their taste.Today we are introducing our new PSB Café. At our café we offer beyond meat products such as subs and many more. Our café specializes in the ability of customization. What this means is that you will be able to customize your own sub to your liking as we also have many topping and sauces that you can implement to your delicious sub.

Some of the benefits that customizing your meal gives you, would be the ability to create your own unique sub and to also try out new and different flavours while also having that beyond meat/vegan meat in it. We want our product to fulfill our customers’ needs as we have done research in regards of customization. Our goals were to see how our consumers would perceive/react to a café that offers beyond meat subs in Mississauga. Below there are some stats that show the consumers perspectives with customizable products that they can eat and enjoy.

Why is customization so important??

  • From research we have found that 65% of consumers like to try new flavours from time to time, this also relates to our business and what we want to bring to our consumers which is the ability to customize your meal to your liking as we also have many topping for you to selects and add on to your personalized meal
  • Another study has shown that people loves to customize their products to their personal taste, as it would make the food much more enjoyable compared to the same old sandwich you always get, individual taste is very important as over 70% of consumers expect customization. At our café we want to ensure that we can customize our products to your personal taste. As this is one of the points that makes us unique and different compared to our competitors. 
  • Having the ability to ensure that everyone enjoys their meal is very important. As we have a very diverse culture we must be able to cater to everyone’s individual taste as not everyone is the same. That is why with our customizable subs we will be able to fit everyone’s needs while also providing you with amazing and delicious food for your long and busy day at school.

Come try our custom beyond meat subs in Mississauga!

At our café we don’t want to serve the same menu every time and the same products to you. We want to create quality food and ensure that you can customize your subs with the most imagination possible. As having that personalized experience for our consumers is very important. Creating an enjoyable experience with unique subs and toppings is what we want to offer to our consumers. Visit our social medias, Instagram, Facebook, and Twitter. And come try our delicious beyond meat subs and customize to your liking, then visit our PSB Café in Mississauga NOW!!

Author: Linton Ho