Tucked away on a Bridgend industrial estate is a shop that has taken doughnut lovers by storm over the last 12 months.
WhoCult Coffe & Donuts, founded by father of two Scott Magill, originally opened as a coffee and doughnut takeaway in 2019, but now Scott works seven days a week to keep up with its popularity.
Over lockdown in January 2021, the business saw queues of customers waiting for a chance to get their hands on their designer doughnuts.
Its popularity saw the business able to expand from a small counter to a 48-seater dine-in venue, as well as a takeaway.
The growth didn’t stop there, with the business expanding on the industrial estate to keep up.
“We used to use a supplier for the doughnuts, then we would get them in and ice them,” Scott explained.
However, as demand grew, the supplier couldn’t keep up.
Thankfully, a unit next door to their cafe opened up, and all of the product now comes directly from their own bakery.
“We will make the doughnuts in the early hours in the morning, and then the doughnut decorators come in and decorate on top, then they go straight over to the shop.”
Thanks to the power of social media, people travel from all along the M4 corridor to get a taste of one (or a box full) of their doughnuts.
“I think without social media we wouldn’t exist, and it has been like that from the start, so we’re constantly pushing it and people travel, it’s about 99% of people who come here come specifically, so we do a lot to signpost where we are.”
With such a successful year, Bridgend boy Scott is looking to expand the business throughout Wales and more.
“It’s great the support we’ve been getting.
“We’re looking to open our next place in Cardiff in March, that’s about 90% set.
“The long term plan is to try and open 10 stores over the next 24 months,” Scott added.
The on-site bakery in Bridgend will continue to create the doughnuts for their many stores, keeping the work local which is important to Pencoed-born Scott.
“It’s nice to know they’re from here and we’re employing people locally which is supporting the town.”
The doughnuts started as a side-project to Scott’s clothing brand WhoClo founded in 2010, which has its printing factory right next door.
Scott mentioned that, even with the growing success of WhoCult, and two young children at home, he still keeps time to work on his streetwear brand, which is due to begin stocking in HMV this year.
“It’s all fun and games, good to be busy.”
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