Mister Donut's first Shanghai store, operated by Osaka-based Duskin, opened today. It is launching limited-edition products and advancing localization as it makes a second attempt in the market.
Mister Donut's first Shanghai store, opened in a large mall in Shanghai by Osaka-based Duskin, drew queues shortly after opening. People in the surrounding area had been eagerly awaiting the return of popular Japanese-style donuts.
Mister Donut entered the Shanghai market in 2000 and expanded to approximately 25 stores, but withdrew 7 years ago amid soaring rents and labor costs. The decision to make a second attempt was attributed to consumer demand in Shanghai and rising disposable incomes.
For its product lineup, the company is seeking a strong start by offering banana-flavored products, including Shanghai-limited Pon de Ring Banana, as well as products beyond its signature items.
As more Chinese companies offering Japanese-style donuts enter the market, the company has adopted a strategy focused on the consistent quality of Japanese-style flavors and further localization. It has indicated plans to expand to 30 stores over the next 3 years, focusing primarily on small-format locations.