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Doughnut concept takes aim at big players, announces U.S. expansion

September 13, 2013

Is a doughnut war on the horizon? Fractured Prune Doughnuts, based out of Ocean City, Md., announced this week that it has signed 50 new store agreements for openings across the U.S. in the next six months.

The company claims it has developed a cult following for its "always hot doughnuts, available all ways," with franchisee Ken Jenkins taking a subtle swing at Dunkin' Donuts' iconic tagline, as well as Krispy Kreme's millennial following.

"At Fractured Prune, we're challenging the conception that there is a 'time' to make the doughnuts. We believe it's time to make the doughnuts when customers want them, and we believe the doughnuts should always be hot and made exactly the way the customer wants to enjoy them," he said.

Fractured Prune Doughnuts features 15 different glazes and 15 different toppings. The company claims the concept appeals to the Millennial generation as "the brightly colored doughnut shop celebrates the individual and encourages consumers to find their 'inner doughnut genius.'"

Fractured Prune Doughnuts' menu includes French Toast (maple, cinnamon and sugar), Blueberry Hill (blueberry glaze and powdered sugar) and Morning Buzz (mocha, chocolate cookie crumbles).

"This expansion combines the one-of-a-kind taste and quality of a specialty doughnut shop with the convenience and consistency of a chain. And it's all available in a funky, family-friendly setting. Nobody's delivering what Fractured Prune does," Jenkins said.

The next Fractured Prune will open in St. George, Utah, on Sept., 24 under the ownership of Woody and Karan Taylor.

"Fractured Prune capitalizes on the family appeal and affordability of doughnuts, but elevates the individual's experience. It's the perfect combination for consumers and for us as franchisees because the cost of entry is as affordable as the doughnuts," Woody Taylor said.

Area Development opportunities are available across the U.S. More information is available at fracturedprune.com. There are currently 11 locations listed on the company's website.

Fractured Prune Doughnuts are named after Prunella Shriek, known as "Fractured Prunella" for the broken bones she suffered from competing in traditionally men's sports even into her 70s.

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