Halo Donuts’ Pop-Up Shop Will Open Permanently In Moncton
MONCTON – After three months in pop-up mode, Halo Donuts will reopen on January 13 as a permanent business at 110 St. George Street.
The shop, which offers donuts that are baked fresh daily, is closed for a little bit as the building they’re in undergoes a renovation. But by next Wednesday, it will be back to regular opening hours.
Jacques Allain, a partner in the business and chief donut maker, says the long line-ups have calmed down and become a steadier flow throughout the day now. But the ongoing support from Monctonians has helped solidify the decision to remain open.
“We didn’t know what to expect with Covid and everything. It was very uncertain times, and especially for the food and beverage sector – restaurants have been hit very hard during this time. So we’re very fortunate,” he said.
“We couldn’t have asked for a better reception from Moncton. Really blown away from all the love.”
Restaurateurs Susan and Gene Cormier, who run Halo Donuts with Allain, said they’re confident the support will be long-running since donuts have been popular in North America for generations.
“We think that people will continue to buy it. It’s not just like a hot item for now,” he said.
He looks at several donut stores that have been able to thrive in Halifax, and believes Halo Donuts could attain similar success in Moncton. He said Halo Donuts fills a still underserved niche of fresh donuts in the city.
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The three-month pop-up has proven there’s much demand for Halo Donuts’ products, especially as the pandemic had led more people to support local businesses. In addition to donuts and fritters, the shop also sells drip coffee from local roaster Sunny Brae Coffee.
“So many people walk in our doors and they even ask us if we’re a franchise or if we’re local. And then as soon as we say we’re local, they’re like, ‘oh my God, that’s awesome, and we love supporting local’,” Allain said. “We’ve seen a huge, huge push for that.”
The renovations won’t change much of the store’s interior except for a higher ceiling and a fresh coat of paint, Allain said.
But Halo Donuts will expand its kitchen, possibly adding new hires to its current team of seven.
It will also expand its offerings. Customers can expect to see vegan donuts and more flavours on the menu, as well as deliveries and pre-order services shortly after the reopening.
With New Brunswick back to the stricter orange level of Covid-19 recovery, Susan says it won’t change the opening date.
“When we went into the orange phase last time, we actually got a little uptick of sales. So for us, it really doesn’t affect us because we don’t have seating and we’re quick service,” she said.
“People are looking to treat themselves at home, which is kind of part of our success too – people looking for that small moment of happiness, buying a donut and bring it home, or eating them in their car,” Allain said.
For the Cormiers, Halo Donuts is the fourth business they’ve opened in the past nearly two years, and the third that’s located in the downtown core.
“It’s important to keep a downtown continuously growing because it’s the heart of every city, and you need to see it alive and vibrant. That really is a draw for people outside of the city to come in and enjoy it,” says Susan. “So all of our projects, besides Parlee Beach of course, will always be focused in the downtown core.”
The couple opened Euston Park Beer Garden in May 2019 and followed that up with restaurant Clos and a branch of Euston Park at Shediac’s Parlee Beach before opening the donut shop.
Gene says a donut shop wasn’t in their plans initially. But having been able to team up with Allain and seeing the viability, their business acumen kicked in.
“We took a risk and did the pop-up for 90 days, and that was part of that decision process,” he said. “Me and Susan have other ideas, but for right now, it’s to solidify [Halo]. With the environment that we’re all in right now and some unknown coming into the next 12 to 18 months, Halo is a strong product,” he said.
Inda Intiar is a reporter for Huddle. Send her story suggestions: [email protected]