Hole Foods founders Hannah and Winson at the Pacific Place White Space pop-up
Your White Space pop-up at Pacific Place was a hit! What was the experience of your first temporary store like?
‘We were extremely lucky and are so grateful to Pacific Place for the opportunity to kick off White Space. It was completely beyond our expectations. As it was our first pop-up, we had mixed feelings — we were nervous but super excited. We started each day at 3:30 a.m. and ended at 8 p.m., doing everything from dough making to sales, cleaning and after-sales. Hectic, but totally worth it!’
Tell us a bit about your roles in the business and how you work together.
Everything that comes out of the business is done by us. We both handle dough operations (the dough making, cutting, rolling, frying, etc.) but on the back side of things, Winson handles a lot of the finance, logistics, as well as making sure our doughnuts are fried to perfection. Hannah focuses more on the marketing, service, and research and development.
You make your doughnuts from scratch. How long does it take to make a batch of doughnuts, and what’s the trickiest or most critical part of the process?
‘Our dough is made the day before, giving it about an 18-hour fermentation process. So, if you cut that part out and focus on the day, it takes about six to seven hours to complete everything from cutting, weighing and rolling to proofing, frying, sugaring and filling. The trickiest part most definitely would be the fermentation process. Anything and everything can go wrong! Our dough goes through three stages, and if any one of those stages has a hiccup, we either have to start again or have no product to sell on the day. You can do everything right, but yeast is an amazing thing that has a mind of its own.’
What characteristics classify the best doughnut?
‘This is quite subjective, but to us, we think that a doughnut should have a crisp bite but once you bite into it, you can feel the softness of the dough. The outer layer should feel like a buttery crumb with a white ring around the doughnut, meaning it proofed properly.’