For Mad Over Donuts (MOD), keeping a legacy QSR brand relevant is not just about holding on to its bestsellers. It is also about giving consumers a reason to come back and see what is new. “Consumers will keep coming back if you engage them with new products,” says Tarak Bhattacharya, Executive Director and CEO, Mad Over Donuts, speaking to IMPACT Magazine about the brand’s approach to product innovation, marketing and consumer engagement. What began as flavour festivals at MOD has evolved into a drop-led approach, with limited-time products allowing the brand to tap into emerging dessert trends and consumer interests. Bhattacharya says the intent is not to create a gimmick, but to respond to what consumers want at a particular point in time.
The approach has also given MOD a way to identify products that have the potential to become permanent menu offerings. The KitKat and Kunafa donuts are examples. Bhattacharya informs, “The KitKat donut accounted for nearly 20 out of every 100 donuts sold when it entered the menu and continues to sell around five to seven pieces per day per store. The Kunafa donut saw an even stronger initial response, accounting for around 40 out of 100 donuts at one point and now sells around 10 pieces per store per day.”
For Bhattacharya, the signals are not limited to sales. Whether consumers remember the product by name and return to ask for it again also determines whether it has moved beyond the initial hype.
That thought extends to MOD’s approach to Instagrammable food. “While social media can drive consumers to discover a product online before visiting a store, we believe the experience must match the promise. We make sure that what we show online is what we deliver offline,” he notes.
Beyond products, MOD has also used collaborations to expand its consumer conversations. Its partnership with the Korean Skincare and beauty brand Laneige, for instance, was built around complementary consumer profiles rather than simply pairing two food brands. He shares, “It is about finding a product that complements your brand, with a similar customer profile, age group and a natural connection with the product,” he says.
Bhattacharya also sees the donut moving beyond traditional dessert occasions, with MOD exploring festive offerings such as Kaju Katli, Gulab Jamun and Modak-inspired donuts, alongside birthday, farewell and corporate occasions. He even describes the brand’s festive proposition as “Modern Mithai”.
On the marketing front, digital is at the centre of MOD’s mix. He informs, “Instagram and Facebook are important for us to reach new consumers, while regular customers continue to drive repeat visits and home orders.”
Looking ahead, Bhattacharya expects product drops to play an even bigger role. MOD’s hot honey launch, which he mentions sold out in three days despite being planned for 14, is an example of how a timely product can create demand.
For MOD, the objective is not just to follow the next food trend, but to keep giving consumers a reason to return.
