Melbourne-based brothers Peter and Sami Kamel were searching for a new business opportunity when they came across the standout Walker’s Doughnuts brand.

They loved the freshly-baked doughnuts, the flavours and the fresh cream; they loved the stores’ retro American diner decor and vibe.

As a partner in a hair salon, Peter was already proficient in small business; he could see plenty of potential for this premium doughnut brand.

It was 2020, and despite a risk-averse environment as Covid took hold of the country, Peter and Sami were excited to leap into the hospitality business.

“Because of Covid there were great shopping centre deals that were too good to miss,” says Peter. “We bought the Craigieburn kiosk and didn’t look back. We ran that successfully for just under two years.”

When the pair bought the kiosk there were only nine Walker’s Doughnuts stores around Melbourne. Within four years the business has grown to an impressive 24 stores in Victoria and launched interstate.

Brothers relocate with Walker’s Doughnuts

Two years ago the Kamel brothers snapped up a brilliant opportunity: the rights for Queensland.

So the pair has gone from franchisees of one store in Walker’s Doughnuts’ heartland to pioneering a manufacturing, delivery, and retail organisation interstate as area developers.

“My brother Sami and I packed up our families; it was a big family decision for us all to make. I have three kids and my youngest was just six weeks old when we moved to Brisbane,” he reveals.

A factory that bakes delicious doughnuts daily is at the heart of the Queensland business.

“We are manufacturing, delivering, decorating, seven days a week,” says Peter.

As the business is in its infancy in Brisbane, Sami is still working his full-time job while taking an HR role at Walker’s. The pair meet weekly and make decisions jointly but Peter is on the frontline.

At the start of the Queensland operation, Peter took on every role. “I’ll do anything but as we’ve grown I rarely have to do everything in one day!” he says. “We have about 30 staff across trucks, pop-up stores, decorators, bakers – it’s a team effort, everyone is as important as the next.”

Expanding Walker’s Doughnuts in Queensland

They built their first store in Ipswich, then one in Sunnybank, and both are performing well under management. Add in some pop-ups and two franchised stores and it’s clear the business is ramping up its expansion.

“When we open a store we have such an incredible customer response. We make the doughnuts fresh every day, we use fresh cream, and our price point is cheaper than competitors,” says Peter.

“We committed to opening five stores in five years but by September we will be at four stores in under two years! The first franchisee store is in Hyperdome Shopping Centre at Loganholme and is achieving big numbers. Our second franchisee will be in Orion Springfield.

“Because I was a franchisee for two years, I know what level of work makes it successful. A franchise needs someone with a business mindset, who can meet with marketing teams at shopping centres and engage with community and sports clubs. Franchisees need to think about the broader community.”

He believes a combination of hard work and a strong team is the key to successfully expanding Walker’s Doughnuts in Queensland.

“It’s hard work because we’re involved in baking, decorating, driving and selling. However, we are surrounded by a great team, and we’ve got the right people in place which relieves the pressure.

“Our focus is on growth and quality and growing the business.”

The support from Walker’s Doughnuts helps too, he says. “Head office is always quick to get back to me with answers to any questions I have.”

Partnership approach to business

Hard work personifies the Kamel family. Peter and his wife still own the hair salon in Melbourne; the couple has three children under five.

“We make it work; we look at each other’s schedules and step up for each other. It’s a lot but we are in the growth stage of our life,” he says.

Peter is clear about his goals – a good lifestyle, and a sustainable business.

“I want to make something I can be proud of. We want to ensure franchisees have a good business, with good rent and a great location.

“I want to inspire my kids to see how hardworking we are and what we can achieve. We represent Walker’s Doughnuts in Queensland, it’s my culture here, and it’s like a family to me.

“I want franchisees to feel that too; to know they can rely on me. This is not a sales relationship, it is more of a partnership,” Peter says.

• Inspired by Peter’s tale of success? Enquire now about franchise opportunities with Walker’s Doughnuts.