Dixie Donuts is known for its specialty doughnuts. (Photos by Michael Thompson)
The West End has lost one of its sweet shops.
Betsy Thomas and J. Frank, owners of Dixie Donuts, closed their 10260 W. Broad St. location Saturday to focus on the original store in Carytown.
Thomas and Frank set up the Broad Street shop in January, after taking over Daylight Donuts’ lease on the property. When asked to renew their five-year lease on the 2,600-square-foot space, Thomas said they decided against it.
“We weren’t doing poorly, but we weren’t doing well enough to justify another five-year commitment in that market,” she said.
The decision, according to Thomas, had to do with increased competition in the area.
While the shop near Innsbrook did have a loyal fan base, Thomas said the store was missing the support the Carytown Dixie location enjoys. She said more customers in their West End market were seeking the lower prices offered by some competitors and even big box retailers that sell their own donuts.
“Several other donut shops are opening up fairly close by, and we got into this for the specialty, gourmet product,” Thomas said. “It might be that that product doesn’t have a big enough market out in the West End. We know that there are several others coming, so do we want to take the gamble?”
Locally owned Sugar Shack and Country Style Donuts have been expanding, each moving into the West End.
Chain donut shops including Duck Donuts, Krispy Kreme and Dunkin’ Donuts have also looked to the Richmond market for expansion over the last couple of years.
Thomas also mentioned cupcakes, another sweet food trend. At its peak the trend supported several cupcake shops, but it eventually faded.
“We want to be wise,” she said.
The Carytown location offers more versatility and may allow the owners to expand the kinds of baked goods they offer.
In mid-November, Dixie’s Cary Street store will increase its hours, opening from 7 a.m. to 6 p.m. every day.
Thomas would not say how many people Dixie Donuts currently employs, but she said not all the employees from the West End shop will move to the Carytown store.
The change for Dixie Donuts also means the store will no longer be part of Community Dough, an entity that was created after the merger with Daylight Donuts. Community Dough was a partnership with Career Support Systems, a firm that finds employment for people with disabilities. The Carytown space is not large enough to continue the venture, Thomas said.
Dixie Donuts is known for its specialty doughnuts. (Photos by Michael Thompson)
The West End has lost one of its sweet shops.
Betsy Thomas and J. Frank, owners of Dixie Donuts, closed their 10260 W. Broad St. location Saturday to focus on the original store in Carytown.
Thomas and Frank set up the Broad Street shop in January, after taking over Daylight Donuts’ lease on the property. When asked to renew their five-year lease on the 2,600-square-foot space, Thomas said they decided against it.
“We weren’t doing poorly, but we weren’t doing well enough to justify another five-year commitment in that market,” she said.
The decision, according to Thomas, had to do with increased competition in the area.
While the shop near Innsbrook did have a loyal fan base, Thomas said the store was missing the support the Carytown Dixie location enjoys. She said more customers in their West End market were seeking the lower prices offered by some competitors and even big box retailers that sell their own donuts.
“Several other donut shops are opening up fairly close by, and we got into this for the specialty, gourmet product,” Thomas said. “It might be that that product doesn’t have a big enough market out in the West End. We know that there are several others coming, so do we want to take the gamble?”
Locally owned Sugar Shack and Country Style Donuts have been expanding, each moving into the West End.
Chain donut shops including Duck Donuts, Krispy Kreme and Dunkin’ Donuts have also looked to the Richmond market for expansion over the last couple of years.
Thomas also mentioned cupcakes, another sweet food trend. At its peak the trend supported several cupcake shops, but it eventually faded.
“We want to be wise,” she said.
The Carytown location offers more versatility and may allow the owners to expand the kinds of baked goods they offer.
In mid-November, Dixie’s Cary Street store will increase its hours, opening from 7 a.m. to 6 p.m. every day.
Thomas would not say how many people Dixie Donuts currently employs, but she said not all the employees from the West End shop will move to the Carytown store.
The change for Dixie Donuts also means the store will no longer be part of Community Dough, an entity that was created after the merger with Daylight Donuts. Community Dough was a partnership with Career Support Systems, a firm that finds employment for people with disabilities. The Carytown space is not large enough to continue the venture, Thomas said.
The shop also supported a number of mentally challenged individuals, who were trying to integrate into a normal adult life. I wonder if they’ll still be employed at the Carytown location?