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Brammibal’s: The vegan donut concept
BRAMMIBAL’S DONUT CONCEPT
What started as a farmers’ market stall for vegan donuts in 2015 is now a company with its own bakery and six stores in the German capital Berlin and a location in Hamburg – so far, because Brammibal’s has plans to grow further.
By Helga Baumfalk
+“We are Europe's first purely vegan doughnut chain,” says Jessica Jeworutzki, who founded the company together with her business and life partner Bram von Monfort, whose nickname was pivotal in naming the business. Since then, they have boasted growth rates of 20% annually and recorded a turnover of EUR 5.9 million for 2021.
It’s yeast donuts...
It is yeast donuts that Brammibal’s makes – not cake donuts – and they are delivered fresh (not frozen) two to three times a day to their six Berlin stores. “I hate it when they freeze them,” Jeworutzki points out. “A donut has to be fresh.” That, she says, is her understanding of a good product.
In the bakery in Berlin’s Neukölln district, which has just been expanded to 1,000 square meters, as many as 10,000 donuts are produced daily. During the holiday season, this number is even higher. In 2021, the record was 23,000 pieces on New Year’s Eve. Up to 15 people work in production, including two master bakers, a master confectioner, seven bakers and confectioners, production assistants and drivers. Repetitive tasks are automated. The company just invested in a larger continuous deep fryer that can produce outputs of up to 2,900 ring donuts/hour, or about 3,400 filled donuts/hour. “We try to strike a balance between craftsmanship and automation,” says the company director. “Where handwork has its value, it stays there – and that’s in decorating the donuts.”
The challenges
Instead of animal products, Brammibal’s relies on plantbased alternatives such as vegetable cream, oat milk, fruit purees instead of flavorings, vegetable binders, or margarine. Vegan donuts that lack the convenience of conventional ingredients pose production challenges. “Achieving a dough that was stable enough so the donuts would not collapse when cooked and would bake well was a problem we had to solve, as well as making sure they stayed fresh throughout the day.” The entrepreneurs have been tinkering with their recipes for a long time and continue to do so because, as they say, they are perfectionists. Finding suppliers who could provide the plant-based raw materials they needed in bulk was also difficult at first. They are now well positioned.
Jessica Jeworutzki, Founder and Managing Director, Brammibal’s Donuts
It all started in 2014 with an idea for a friend’s birthday. Jessica Jeworutzki: “I’ve always been interested in baking and, since going vegan, I have tried a lot of different products. Since many of our friends are also vegan, I have always brought something for special occasions. On one occasion, it was donuts. It then dawned on us that there was no vegan donut concept in Europe at all. Handmade donuts are also in short supply, vegan or otherwise. ‘Let's do it,’ we thought, and started selling through farmers’ markets.
The founders consolidated their new business alongside their full-time jobs after work. Jeworutzki is a health and nursing professional. “But, I actually always wanted to be a pastry chef. I just could not imagine working with animal products. I have now finally arrived in the baking industry, with a few detours along the way.” Today, Brammibal’s rarely supplies farmers’ markets. The time commitment, Jeworutzki says, is too great. The focus has now shifted to their own shops.
Gut feeling decision
Some of the company’s six standalone stores are in prominent locations in Berlin, such as Potsdamer Platz, Prenzlauer Berg, Alexanderplatz and KaDeWe. Yet, as Jessica Jeworutzki says, Brammibal’s doesn't have particularly high standards for locations at all. “We make our decisions according to our gut feeling. At Potsdamer Platz, we took over a Starbucks location, which I personally think is pretty good. When a landlord takes on a vegan concept in such a central location, it also shows that 'vegan' is becoming more mainstream.” Other locations are in quieter neighborhood locations. The company does not depend on walk-in customers, and has online ordering and a delivery service.
Putting aside prejudices
More women than men buy vegan donuts, observes the company manager; “But, I can’t otherwise identify a typical donut buyer.” The clientele is mixed, including construction workers, police officers, young people and families. Jeworutzki: “Some don't even know that our donuts are vegan. We do not advertise it as a primary selling point. People should try them first and maybe notice afterwards 'oh, that’s vegan!'. At this point, they will have already had a positive experience, prejudice aside.”
Everything offered in their shops is vegan. The throughand-through vegan concept is not just related to the founders’ personal preference; they see it as a mission. “We want to change the perception of plant-based food.” Jeworutzki adds, “Why use animal products when you can go purely plant-based?”
Brammibal’s Vegan Donuts
+ Founded: 2015 + Founder and Managing Director: Bram van Montfort and Jessica Jeworutzki + Around 100 employees + Six stores in Berlin and one location in
Hamburg + Online ordering with in-store pickup or
Wolt delivery service + Catering and custom donuts + The assortment includes 14 different varieties. The range extends from the classic donut to unusual creations such as the Strawberry NY Cheesecake Donut or the Maple Coconut-Bacon Donut. There are also seasonal donuts that change monthly. + Prices: EUR 2,90 to 3,50 per donut + Website: www.brammibalsdonuts.com
Sustainability and charity
Sustainability is also part of the business model, from using green energy to the choice in packaging materials, and donating leftover donuts to local non-profit organizations. Every month, Bramibal’s also sells a different ‘charity donut’, through which it has raised more than EUR 250,000 to date. Is that attitude or marketing? “We don’t just do it because it looks good, it also represents our personal stance,” explains the boss. “Of course, it is also a positive marketing tactic,” she adds. “Many consumers today expect companies – especially vegan companies – to position themselves in this way.” Next step: Hamburg
Brammibal’s has recently rolled out its concept in Hamburg. In the new Altona-Mitte district, the company has set up a 400-square-meter bakery and café. “It might not be the best space for walk-in customers,” Jessica Jeworutzki explains, “But that has not deterred us from selling our donuts elsewhere.” The plan is to add more retail locations in the future. Jeworutzki adds, “We want to master Hamburg first and gain experience on how to work in two cities at once. Then, we will see if further expansion is feasible.”
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