Doughnut Time brings a hole lot of love to Melbourne

Brisbane's Doughnut Time is giving the east coast a sugar high.
Brisbane's Doughnut Time is giving the east coast a sugar high. Photo: Robert Shakespeare

 There's only one thing better than a new doughnut store, and that's two new doughnut stores, apparently.

On Tuesday Brisbane's Doughnut Time opened a store-within-a-store at Topshop in Melbourne's Emporium, followed by a second stand at Topshop in South Yarra on Wednesday.

Since the first hole-in-the-wall store opened in Brisbane's Fortitude Valley in February, the freshly made doughnuts in pastel-green boxes have attracted queues around the block, almost 76,000 Instagram followers and triggered a hole-hearted east coast doughnut bombing raid.

Doughnut Time inside the Topshop store in South Yarra.
Doughnut Time inside the Topshop store in South Yarra. Photo: Jessica Dale

The burgeoning doughnut-fed empire includes six stores and a doughnut caravan in Queensland, three Sydney outlets plus another on the way, and two standalone Melbourne shops will join the Topshop stands within weeks.

Despite their $6 price tag, the doughnuts have rapidly gained a following for their quirky names and equally creative toppings – Veruca Salt (cinnamon sugar outside, salted caramel inside), Melon DeGeneres (vivid red and green watermelon-flavoured icing) and Mint to Be (choc-mint icing, topped with chunks of peppermint Aero bar).

The Fitzroy store is expected to open before Christmas at 377 Brunswick Street. Serving doughnuts and milkshakes in classic flavours, it will trade until 11pm, attracting school kids by day and stoners by night, says owner Damian Griffiths.

The CBD store, in Degraves Street, is tipped to trade from the end of January.

On Saturday, December 4 from noon-1pm, Doughnut Time will be giving away free doughnuts at shop 1a, 500 Chapel Street, South Yarra.