Donut King is refreshing its look and introducing a premium 100 per cent arabica coffee blend to its cafes around Australia.

With coffee a key purchase at food retail outlets, Donut King has opted to put a full bodied rich coffee on the menu. Flavours include chocolate, roasted nuts and cacao in a selection of drinks including cappuccino, flat white, latte, long black, macchiato and mocha.

Daniel Donnelly, marketing manager at Donut King said “At Donut King we are all about the overall experience and that has been at the heart of our decision to change our coffee beans.”

There’s an increased focus on serving freshly made menu items which aims to boost the customers’ experience.

Daniel said “We also know that while our traditional look has been iconic and made us stand out in food courts  and supermarkets, a re-vamp is just what our stores need to match who we are now as a brand.

“We are looking forward to our customers experiencing the ‘new’ Donut King and continuing to be a  place for the young and the young at heart.”

Parent company Retail Food Group has rebranded Donut King, reportedly investing millions of dollars on a revamped brand with $3 million spent on coffee branding alone. The investment goes across new equipment, staff training, and in-store visual cues.

As part of the refresh, store upgrades are being rolled out around the country – so far new store format has been unveiled in Townsville, Sunshine Marketplace, Bribie Island and Mann Central. Additional locations opening in March include Belconnen, Burpengary and Smithfield.