Sublime Doughnuts' Wheel O’ Doughnuts

Image courtesy of Sublime Doughnuts
 
Atlanta’s Sublime Doughnuts is no stranger to unique marketing. You may have heard about the bakery’s fun wagers, or its stellar social media presence.

Now, the brainchild of founder Kamal Grant is back in the headlines with a distinct promotion that will surely make your head “spin.” Sublime Doughnuts is using its doughnut creativity to produce wacky new flavors in a new YouTube series.

"Will it Doughnut?" is a weekly show where Kamal Grant (a former graduate of the Culinary Institute of America) makes a new doughnut flavor chosen from the spinning Wheel O’ Doughnuts. He creates it on camera, taste tests it, and then spins the wheel to determine the next flavor.

Each week, customers can purchase the latest doughnut creation at the bakery’s 10th Street store near the Georgia Tech campus.

"We’re in the happiness business,” says Grant. “Turning our funky flavors into a game show seemed like a great way to make our guests smile, and it certainly keeps me creatively challenged.”

The series started off with a flavor explosion, as the first doughnut chosen was a Starburst doughnut. That was followed by a truly odd flavor, lotion.

Sublime Doughnuts is one of the most lauded doughnut shops in America, being included on dozens of “Best of” lists. “At Sublime, we present flavors and textures from around the world on a doughnut canvas,” says Grant of his business’s mission.

The new series has garnered a great deal of attention for Sublime Doughnuts, while also providing the bakery with new flavors that bring in customers.

Grant also uses YouTube for other fun videos. He has produced a short horror movie parody called “Butterknife: A Halloween Special,” as well as a behind-the-scenes video from a party he catered where Atlanta rappers T.I. and 2 Chainz were guests.