“Donuts are still between a niche and staple product, we want the product to be more consumed and thereby staple so it can be enjoyed by everyone,” says Tarak Bhattacharya, Executive Director, Mad Over Donuts (M.O.D) Tarak is at the helm of activities at Mad Over Donuts handling diverse aspects of operations, planning and human resources. Under Tarak’s leadership, Mad Over Donuts has won many awards and accolades across various platforms with over 10 million delighted guests.
Recalling the brand’s initial journey and the challenges faced, he said, “Every innovation comes with its challenges of acceptance. So, we sampled a lot of products received feedback and made changes. It was and still is very important for us to offer a consistent product throughout the sampling cycle and even today. Doughnuts are served ambient in the west, but here in India people prefer it warm and hence we offer it that way. The oozing out of the chocolate and the delicious taste when heated might have been the trick. We were fortunate to have a recipe that fits everyone’s taste buds. Being 100% eggless has contributed a lot to market penetration and acceptance.”
Speaking on the challenges still faced by the brand, Bhattacharya said, “Our products are still considered to be eaten as an after-meal dessert, while in western countries doughnuts are a go-to snack option, whether for breakfast, lunch or as a snack between meals. We are trying to build this habit by offering non-indulgent lighter, options including savoury doughnuts. Doughnuts are still between a niche and staple product; we want the product to be more consumed and thereby staple so it can be enjoyed by everyone.”
“Our overall marketing strategy has always been digital-first. This focus was something that helped us during the pandemic when people were spending more time on their computer and phone screens. We onboarded a CRM solution during the pandemic to boost our targeting and minimize overspending. During the pandemic, our delivery channels and partnerships helped us stay afloat. We have multiplied our reach and penetrated existing markets via our foray into the dark kitchen space. Our products are loved by all ages be it 6 or 60, however, we focus our marketing efforts on the 18-34 age bracket with an equal split in the genders,” said Bhattacharya while commenting on the marketing strategies of M.O.D during the pandemic.
Bhattacharya believes that key factors that differentiate MOD over competitors are their customers and products.
“We love our customers and keep them at the forefront of all conversations that happen, their feedback, suggestions, and critique are given due importance and we ensure that we deliver more than what we promise. Our product – we ensure that utmost care is given to each doughnut, we use top-quality ingredients and hygiene practices across all stores. Our products have been customized basis the suggestions and feedback that we have received from our patrons and our ability to adapt is what differentiates us,” he added.
The marketing activations of M.O.D are driven by ROI’s and for the right ROI’s they don’t have a capping on the budget.
“We are firm believers in experimenting. These experiments could be for new platforms, new properties, and channels the basic idea is to experiment with the new and excel with the proven. We have a dynamic team that is attuned to failing fast and learning faster,” Bhattacharya added.
Talking about the future marketing and business expansion plans for the brand, he said, “We shall continue with emphasis on increasing awareness in newer markets and gaining market share via our digital assets. Our focus is on reach and product trials – we are confident in our and an eventual purchase after the trial.”
