Planet Doughnut is a company that takes people on a journey where joy is sprinkled generously and happiness is glazed on every surface. They believe every moment should be marked by a doughnut – even networking. As part of Shropshire Chamber’s ‘Connect Effect’ campaign, we spoke to the team to understand how networking has supported their business.

Starting life in a small Shrewsbury garage, Planet Doughnut has since risen into a national brand, spreading flavour and fun across the whole of the UK.

How networking has influenced their brand visibility

Networking has played a key role in expanding Planet Doughnut’s brand visibility and local customer reach. Rather than focusing on the direct sales, the team uses networking as a way to build awareness and, quite literally, place doughnuts into the hands of local businesses.

Alice Turnbull, Head of Marketing, explains their commitment to staying rooted in the community: “We started as a small Shrewsbury business… we still like to keep to those roots of how we were made.” By showing up locally, Planet Doughnut continues to remind businesses that despite national growth, they’re still driven by their passion for handcrafted treats.

Chamber events remain the only networking sessions the team dedicate time to, offering the right balance of reach without over-promoting. Their signature doughnut-gifting has become a talking point across LinkedIn, where photos of their colourful creations spark conversation and engagement.

How they maintain relationships over time

Maintaining long-term relationships is a conscious effort for Planet Doughnut. Regular check-ins with clients, combined with continued visibility at Chamber events, help keep the brand front of mind. Innovation also plays a vital role. By continually developing fresh concepts and product ranges, they ensure they stay relevant and responsive to evolving customer expectations.

As Alice explains, “Our new development kitchen allows us to offer innovative items like up-and-coming doughnut fries, doughnut bites, and other exciting creations. Giving clients more variety of choice and reasons to renew and expand contracts.”

Exciting events Planet Doughnut has supplied

As brand awareness has grown nationally, Planet Doughnut has supplied bespoke doughnuts to an impressive list of high-profile events; many of which now feature proudly on their in-house Wall of Fame. Their doughnuts have made appearances at Taylor Swift’s Eras Tour, Coldplay concerts (leading to the team being invited to watch the concert live), Olly Murs’ tour, Everton FC, major theme parks, stadiums, and countless other iconic venues.

Reflecting on how these partnerships have grown over time, Alice says, “Since our first major partnership, the opportunities have just been endless.” While each collaboration has its own story, a common thread runs through them all: proactive planning. By planning seasonally and working six to seven months ahead, Planet Doughnut allows time to prepare, pitch creative concepts early, and secure those big moments. They stand by the belief in shooting your shot, because you never know who might say yes.

Importance of social media vs traditional marketing

Social media has been essential to Planet Doughnut’s national reach. It allows the team to tell their story, showcase the handcrafted process behind every doughnut, and highlight the visual appeal of their products, bringing their brand to life. As Alice puts it, “People eat with their eyes, and in some instances, the phone eats before you do.”

While traditional networking still holds an important role, particularly for maintaining strong local relationships, social media has become a powerful driver of growth. For visually led businesses, Planet Doughnut’s approach shows just how effective it can be to lean into online visibility.

Influencer marketing

Planet Doughnut also uses influencer marketing to help them connect with new audiences. Rather than paid partnerships, they choose to focus on gifted collaborations, sending doughnuts to influencers as part of specific campaigns, such as seasonal launches or new product releases.

“Our priority is working with people who genuinely connect with the brand.”, says Alice.

Here are a few tips Planet Doughnut gave for businesses looking to start influencer marketing:

  • Have a clear checklist for choosing influencers – it’s not about who has the most followers; it’s about authentic alignment
  • Know your brand thoroughly before choosing influencers – your brand story and values should guide who you partner with
  • Look beyond your own industry – don’t just choose influencers who already operate in your product category
  • Tie influencer activity to specific campaigns
  • Use discount codes for tracking performance

Find out more about Planet Doughnut and, as they say, ‘treat dough’self’, or your team to a delicious box of doughnuts.

Shropshire Chamber offers a wide range of networking opportunities designed for all preferences. If you’re unsure where to start, would like to buddy up with someone, or simply want to learn more about what’s available and how it could open doors for your business, get in touch at This email address is being protected from spambots. You need JavaScript enabled to view it..