April 20, 2017
As we see the breakfast food trend shift from early morning hours to all hours of the day, we are also seeing a shift in people’s appetite for baked goods. Varsity Donuts based in Manhattan, Kansas is one of many bakeries across the country that having success opening during late-night hours. They park their food truck at the back of their building from 10 p.m. to 2:30 a.m. after the bakery closes and sell deliciously glazed donuts for $1, hand-dipped corn dogs for $2 and bacon bombs which is a decadent bacon fritter sprinkled with maple glaze and topped with bacon crumbles. They have tapped into a market of potential customers, whether they are just craving a late-night snack or leaving work, an event or the bars.
Similarly, California Donuts, Jennivee’s Bakery in Chicago, and Dank Cakes in Gainesville, Florida are running on the same track of gaining success through late night openings. Dank Cakes, the co-owner of Gene Gamble, noted that the late-night strategy is a lot more than just making food, its about creating an experience.
This business is not a new idea and it holds a place in history. In 2003 Insomnia Cookies was founded by a student of University of Pennsylvania, who saw a demand for late-night snacks on his campus. With 100 locations across the country, Insomnia Cookies is open until 3am or later, and provides a delivery service.
A number of shops are turning into a party place instead of settling for just being the stop after the party. Like Doughnut Lounge, a new member to the Kansas City, Missouri area, has rapidly become a standout in a crowded field, not only for its dreamy donut flavors, but also for its wine, beer and cocktails offered until 1:30 a.m.
Late-night hour food service is a great way to expand your business beyond regular revenue sources, and tap into the revenue potential of those night owls seeking a tasty treat.