Dreams Donuts: a successful Belgian franchise

Dreams Donuts: een succesvolle Belgische franchise

Dreams Donuts is a franchise in Belgium that focuses on the production and sale of doughnuts. Since its inception, the brand has enjoyed real success, with over 70 outlets in France, Belgium, Spain and Italy, and several new openings every year.

In 2020, Ilyass Aoussar will open the first Dreams Donuts outlet in Valenciennes. The Belgian store, offering gourmet doughnuts, quickly met with success, enabling the founder to open a second and then a third boutique. Its unique concept combines the tradition of the doughnut with overflowing creativity, since you can personalize your doughnut in three stages: topping, garnishing and decoration. The Dreams Donuts franchise also makes its own doughnut recipes.

Dreams Donuts is a runaway success on the Belgian market. In just a few years, the brand has opened over 50 stores in Belgium and France, conquering the hearts of young and old alike. The Dreams Donuts network is booming, with estimated sales of between €500,000 and €1 million after 2 years (per store). Between 2022 and 2023, the network has set up in some forty Belgian and French towns, and from January to April 2024, it has already opened three new stores in Malaga, Tours and Saint-Brieuc.

What are the keys to franchising success in Belgium? In addition to a proven concept that constantly evolves with the seasons, a recipe for delicious doughnuts that can be customized, and colorful, friendly stores, franchisees receive all-inclusive support. The franchisor provides franchisees with a training team and an architect. It is also possible to benefit from the know-how of the brand and its communications and advertising team to launch a new boutique. To open a Dream Donuts, prospective franchisees need a personal contribution of 30,000 euros, an entry fee of 15,000 euros and an overall investment of 80,000 euros. Franchise contracts last less than 10 years. To become a franchisee, you need management and commercial skills, while no specific restaurant experience is required.

The Dreams Donuts success story is just beginning! Since 2020, over 11 million donuts have been sold in the network’s 72 stores. His popularity is undeniable. The Mont-based company will soon be opening a new manufacturing unit in Quaregnon. This 500 m2 plant is designed to produce more than 120,000 donuts over the next 3 to 5 years to better supply stores in northern Belgium and France. In particular, this would create 250 jobs. The brand’s ambition is to position itself as a European leader with over 300 stores on the continent. The franchise is also exporting to the United States, with the opening of a store in Miami.

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