Initial Results Are Heav'nly for Wilmington's Newest Business
Heav'nly Donuts on Main Street has found success since it opened earlier this summer.
Heav’nly Donuts got off to a fast start in Wilmington. But the town’s newest coffee shop may just be starting to rev up its engine.
“So far it’s been a great start. There are a lot of kinks to work out when you’re bringing a fresh business to town,” said Renny Schofield, who opened the Main Street location on August 20. “Right now we’re getting very close to firing on all eight cylinders.”
According to Schofield, about 40 percent of Heav’nly Donuts’ current business is regular customers. He added that many customers have come through trying coffee, donuts and more for the first time so that number is likely to grow.
With about a half dozen Dunkin’ Donuts locations in town, several less than one mile away, Schofield knows the competition is stiff. But he believes his business brings something new to the Wilmington business community. Though Heav’nly is a chain business, there are only a handful of locations around New England.
“Our biggest competition is a multi-national chain that focuses on mass-producing in the most efficient, low cost way possible,” said Schofield. “Heav’nly Donuts isn’t worried about cost. We produce things that taste good and that people want to buy and look forward to eating on a daily basis. Our competition is a matter of convenience where if customers had another place to go, they would. And we’re here to fill that niche.”
The eggs in Heav’nly Donuts’ sandwiches are scrambled upon each order in hopes of providing a fresh, homemade taste for customers.
Schofield said that when he saw how many donut shops there were in Wilmington, he knew two things. First, there were plenty of coffee drinkers in the area. And second, he believed there would be many people looking for an alternative.
“People are really excited to see some variety in Wilmington and a company focused on the quality of the product with fresh ingredients delivered each morning,” said Schofield. “The town has welcomed us with open arms and we’re looking forward to being here for a long, long time."