A Belgian franchise sweetening the European market

Founded in 2020 by Ilyass Aoussar in Charleroi, Belgium, Dreams Donuts introduced a novel concept: customizable donuts. Customers can personalize their treats by selecting the topping, filling, and decoration, resulting in over 1,800 possible combinations. This innovative approach quickly gained popularity, leading to rapid expansion. As of 2024, the franchise boasts over 70 outlets across Belgium, France, Spain, and Italy, with plans to enter new markets, including the United States.

Investment and support

To become a Dreams Donuts franchisee, an initial personal investment of €30,000 is required, with total startup costs estimated between €80,000 and €120,000. This includes a franchise fee ranging from €15,000 to €25,000. The franchise offers comprehensive support, including training, assistance with store design, and marketing strategies. Franchisees benefit from a well-established brand and a business model that emphasizes creativity and customer engagement.

Operational insights

Dreams Donuts stores typically operate in spaces starting from 35 to 90 square meters. The franchise provides a detailed operational plan, covering aspects from product preparation to customer service. Franchisees are expected to have management and commercial skills, though prior experience in the food industry is not mandatory. The franchise agreement spans ten years, with a monthly royalty fee of 5% and a 1% advertising fee based on turnover.