Market Overview

Designer Doughnuts at Dufferin Mall - A Sold Out Affair


TORONTO, July 5, 2017 /CNW/ - The first-ever Doughnut Festival in Canada was sold out within minutes of opening its doors at Dufferin Mall on Sunday, June 25th.  The event was executed in partnership with Toronto Life.

Dufferin Mall Pop-Up Fashion Show (CNW Group/Dufferin Mall)

Doughnut lovers flocked to the downtown Shopping Centre for an afternoon of doughnut sampling from Toronto's finest doughnut bakeries.  For a ticket price of $15.00, people sampled from over a dozen vendors and were invited to leave with their own six-pack of designer doughnuts. The doughnut as a hook was particularly effective given the Mall's current brand campaign – Ordinary Awesome.

"Doughnut Fest was a perfect expression of our brand" says Holly Rivers, General Manager of Dufferin Mall. "It's not about luxury. It is about accessibility. Isn't it really the fun everyday things that make up an "awesome" life? That's what makes Dufferin Mall different than any other Shopping Centre in Toronto. It's affordable, hip, and part of the "ordinary-awesome" lives of so many wonderful people!"

The event was conceived when the Shopping Centre decided it was time to attract new customers that had never visited the Mall before.  The marketing team at Dufferin Mall believed that piggybacking on a hot food trend was a unique way to showcase their retailers.  In the past year, doughnuts have taken over from cupcakes as the trendy treat. They are affordable, chic, contemporary and fashionably retro – Similar characteristics to Dufferin Mall's retail mix which includes Forever 21, H&M, Aldo and Winners.   

The event was promoted all over the downtown core with two days of pop-up fashion shows. Toronto's sidewalks were turned into catwalks as amazon models strutted through the streets showcasing the Shopping Centre's summer fashion and promoting the first-ever Doughnut Festival in Canada. 

The pre-event tickets were sold out a week before the event and on site tickets flew within minutes of the doors opening, confirming that designer doughnuts are indeed the hot item.


Dufferin Mall is a one-stop shopping destination, located just south of Dufferin and Bloor. A fully equipped 590,000 square feet with over 120 shops and services including this comprehensive mix of affordable fashion retailers: H&M, DYNAMITE, WINNERS, MARSHALLS, GAP FACTORY STORE, ALDO, LA SENZA, FOREVER 21.

Doughnut Festival at Dufferin Mall (CNW Group/Dufferin Mall)

Doughnut Festival at Dufferin Mall (CNW Group/Dufferin Mall)

SOURCE Dufferin Mall

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