Emerging Franchisors: Strange Donuts

“We want people to leave and feel like we gave them a big hug.”

That’s how Jason Bockman describes the mission of Strange Donuts, the appropriately named franchise concept he started in St. Louis in October 2013. But while the name may capture the vibrant energy and personality of the donut brand, the roots of the company’s success aren’t strange at all.

Bockman and his team sell an experience. The donuts, though bold, creative and a hit with Strange Donut’s fervent fans, are just the product. That focus on hospitality and service is something Bockman has honed ever since he was first intrigued by the food and restaurant industry.

“There was a guy who would stand outside of the Arizona Coyote hockey games and sell hot dogs from a cart when I lived in the area. It seemed like such an interesting business and I’d constantly ask him questions about it. When I came back to St. Louis, I took what I’d gathered from talking to him and I started a hot dog vending business of my own. I absolutely loved it. I loved the interactions with people and the gratification I’d get from giving people something they wanted.”

It was through the hot dog stand business and experience that Bockman learned how to interact with people and form an immediate connection with them.

“The way that we talk to people and interact with them at Strange Donuts is directly related to the way we did it with the hot dog business,” said Bockman. “There are a lot of options out there for donut lovers, but the welcoming and fun atmosphere we create and the relationship we have with people is why they ultimately come to Strange Donuts and keep coming back.”

So why donuts?

While riding his bike home at the end of the night, Bockman used to stop into an old classic donut shop, getting to know the owners and employees. But it was a college friend that suggested Bockman should start his own donut shop. That sparked the process that led to Strange Donuts.

“I just love donuts,” said Bockman.

However, Bockman had never made a donut before they started putting plans together. The company itself is the result of a collaborative approach, tapping a variety of artistic, creative and culinary minds from around the St. Louis area.

“We didn’t have a lot of money when we started, so we had to think about how we could win hearts and minds of people who think and feel and act like us. It was out of necessity at the beginning that we pulled together all these different talents. There was an incredible synergy. I compare it to the way that hip hop tracks with multiple collaborators always comes out richer and more unique. In St. Louis, we’re a smaller city but we’re really competitive. So, the thinking was, ‘How do we involve as many people in this as we can and make it fun?’”

The branding and marketing of Strange Donuts has helped create a cult-like following among fans with apparel that riffs off popular rock bands, professional wrestling, and hip-hop references – all with a donut-infused spin.

“It just took off,” said Bockman.

With the success came interest from those who recognized a solid business. Soon, Bockman started receiving emails, calls and visitors interested in being a part of the Strange Donuts brand. Weekly, Bockman would sift through inquiries from across the U.S. and even internationally. An appearance on the show START UP even further increased the attention and requests for a piece of the donut.

“Out of the gate, we got a lot of people who thought we were a franchise based on our branding and the way we present ourselves,” said Bockman. “We got a lot of inquiries right away but we were very interested in controlling the experience and the product. We didn’t want to franchise for a long time. It became apparent about a year ago with all the attention that we were getting that there is only so much we can do without a big investment. Part of the reason I started this business is that I wanted to create jobs for people and help make them successful. We started looking into franchising about a year ago and responding a little bit more to some of the requests coming in.”

One request, from the owner of Pizza Nova restaurants in Chicago stood out. He was interested in bringing the concept across the border to Mexico. His persistence and a trip to Mexico City later, Bockman signed his first franchisee.

“I fell in love with the city. It just made sense. It was organic in how it came about,” said Bockman.

Now, Bockman has enlisted the help of franchising industry veteran Mike LaRue and Ignite Franchise Group to aid in finding the right franchisees to continue the mission of Strange Donuts to create a quality experience in new communities across the country. The team is focused on qualified candidates in the Midwest, Florida, and in medium sized metropolitan areas. According to Bockman, the ideal franchisees are those that want to have fun but understand the importance of hard work.

Another characteristic of a Strange Donuts franchisee is a commitment to philanthropy.

Bockman launched Strange Cares, a self-described “donut-driven nonprofit” focused on empowering kids’ lives with help from partners such as Big Brothers Big Sisters, The Children’s Heart Foundation, and Girls on the Run. So, he expects franchisees to match the same commitment to really caring about other people.

As the brand has grown and Bockman himself has become synonymous with Strange Donuts, he is constantly asked, “What makes you so strange?”

“I get that so often now, that I’ve just started telling people that it’s my last name,” laughed Bockman.

With the success the brand has seen in less than five years, and plans for growth ahead, Bockman will be delivering that line to many more fans in the years to come.