Sweet success for doughnut business
DESPITE competing with dozens of eclectic competitors, the humble doughnut has emerged as a Bluesfest success story that's as sweet as sugar.
Byron Bay Organic Doughnuts' festival stall stirred up a social media storm on Friday, Saturday and Sunday as packed crowds descended on the local business for a bite to eat.
Anecdotal reports counted line-ups of close to 100 customers queuing for a snack.
The doughnut business' co-owner, Myra Hargreaves from Byron Bay, wasn't surprised at her product's booming popularity, putting it down to simple food done well.
"It's hot, it's fresh, it's handmade and it's organic - it's quite simple," the 30-year-old said.
"Really, it's just such a tasty product and it's hard to explain why.
"We do use the best organic ingredients, so it definitely tastes much better than your average doughnut.
"We've got the coffee flowing trying to keep up with all the customers."
Miss Hargreaves said the company's lean toward social media marketing may be a key factor in its success.
"We're always blogging on Facebook and social media," she said.
"Maybe that's why everyone was on Twitter talking about us."
She was pleased to see all customers at the festival were polite and friendly, despite the wait for doughnuts sometimes stretching to 15 minutes or more.
"They've all been great. Very excited about BluesFest, obviously, and just loving the doughnuts," she said.
Miss Hargreaves encouraged festival goers to "come and grab them before they run out".
Meanwhile, dozens of other food stalls throughout the festival were dishing out everything from Cajun jambalaya to noodles, hotdogs, gourmet pies and souvlaki.
Most stalls were busy, with steady line-ups of hungry customers keeping staff on their toes.