What makes this Ottawa doughnut better than a cronut is Canadian butter
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In comparison, the doughnuts served at nearby Tim Hortons are not baked from scratch on site. Instead, they're partially baked at a large production facility, flash-frozen and then shipped to locations where they are finished off and served.
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The Armstrongs plan to open a fourth location in Stittsville, as well as a store in Montreal, Tyler says.
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He adds that he knows of no other doughnut business focused exclusively on 140-layer pastries.
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The Armstrongs say business has succeeded because they've targeted the suburban market.
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It's not that people in the 'burbs have sweeter teeth. But the families who live there are more likely to make bigger orders of a half-dozen doughnuts or more, while downtown couples and single folks buy a doughnut or two at a time, says Tyler, who has the data from pop-ups in downtown Ottawa to prove it. Nor are downtown students buying from Holey Confections because its price point is higher, he adds.
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Their doughnuts go for $5.80 a piece or $34.80, which isn't taxed, for six. Holey Confections sells roughly 2,000 doughnuts on a good Saturday.
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The Armstrongs say that based on their social media and e-commerce data, more than 90 per cent of the people who follow Holey Confections are women.
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'(Women) are very organized. They're the planners for the party,' says Tyler.
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In the spring of 2023, the Armstrongs pitched their business on Dragon's Den. The appearance, televised in early 2024, resulted in a buy-in of $500,000 for a quarter-share of Holey Confections and drove up the business's popularity in Ottawa.
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If Holey Confections were ever to crack into the U.S. market with Canadian-made doughnuts, they might well prove better than their American competitors, the Armstrongs say.
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The reason why: Canadian butter, the key ingredient in Holey Confections treats, is better than the U.S. stuff thanks to Canadian regulations, the Armstrongs say.
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'In Canada, we have very strict guidelines for butters and milks. Our butter is better,' says Samantha. 'It's the biggest ingredient, and if it's not top quality, the doughnuts get stale quicker. They don't fluff and give those layers that you need.'
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