• by Steve Smith , Staff Writer, July 12, 2024

In the world of quick service food, there are ubiquitous go-tos. There are emerging fan favorites. And then there are cults. Since its launch as a Portlandia hole in the wall filled with custard quirk, Voodoo Doughnut has been the very definition of a cult brand. Where else will you get a suggestively shaped chocolate frosted Cock and Balls dunker? A maple frosted pastry in the shape of a smoldering blunt? A cookie crumble topped Old Dirty Bastard? And of course the signature Voodoo Doll, with blood-like raspberry filling and a pretzel spike through its heart? And better, they are delicious and decadent. And to add irony to the batter- some are even vegan.  I gladly cop to being one of their zombies. 

Lines circle the block whenever a signature pink-painted Voodoo Doughnut opens. And while you probably know the brand, it is based on a retail footprint of merely 22 stores.

CEO Chris Schultz, who is credited with growing MOD Pizza from 1 to 300 stores, was brought in to change that. But how do you scale coltishness without losing the operative sense of exclusivity? After all, at both MOD and Starbucks, Chris was an operations guy. How does he resist blowing the doors off this thing and cashing in on cult devotion? You can listen to the entire podcast at this link.