Being a small business owner is a tough job! That’s why we feature a different small business in our Small Business Spotlight every month! Today we visit Downtown Treatery, a bright and happy donut shop in Jackson where the owners hope to make you smile.
There aren’t many times in life that you will be encouraged to play with your food but that’s exactly what happens at Downtown Treatery. The Jackson donut shop opened just before the pandemic began and has provided much needed smiles for a growing legion of customers.
That’s partly because this isn’t just any ordinary donut shop. Step inside the brightly decorated storefront and you will be greeted by friendly staff, a delicious aroma and uplifting messages on the wall. The positive messages and whimsical décor including a bicycle table are designed to make every customer want to linger.
“Our donuts are great but we want you to come for the experience too,” Nicole Brennen said. She and her husband Brandon developed their unique format that allows customers to customize their orders with an array of icings, glazes and toppings. Essentially, customers can make their donut unique as fun to create as they are to eat.
Customers can also try the Downtown Treatery’s signature donuts with names like Oreo that’s topped with crushed Oreo cookies, the Piglet which features bacon and Extreme Butter Cup which is a chocolate and peanut butter lover’s dream. Their Michael’s Bubble is modeled off a popular treat from another Jackson area business – Michael’s Ice Cream where their daily fresh roasted peanuts top off their signature bubble sundae. These nuts are a prominent part of the Michael’s donut.
Other popular toppings include sprinkles, toasted coconut, Fruity Pebbles and chocolate chips. Icings include flavors like maple, strawberry, cream cheese and lemon while the assorted drizzles include marshmallow, peanut butter, raspberry and classic chocolate.
They also have other menu items like cream horns, brownies, cinnamon rolls, mini pies and beverages.
Another huge piece of the business is custom orders. “We do custom orders for any event you can imagine. We do weddings, birthday parties, bridal showers, retirement parties, gender reveal parties. You name it and we’ve done it,” she said.
“We chose bright, happy colors that kids like because we want to be family friendly and we want to people to smile when they come in. Everyone says just coming in brings a smile and we want them to be happy, to enjoy some donuts and to remember that life is pretty good. It’s not so bad. There’s a lot to smile about,” Nicole said.
Nicole and Brandon sweetly tag teamed the telling of the story that led them to want to open this shop. “It was all her idea. She had talked about it for a while. We had visited something similar on vacation years ago and one day she started talking to me about buildings,” he laughed.
“I knew it was something we should do and I just kept waiting for the right time. Everyone loves donuts, they make people happy. I believe that God has brought us to here to help others, to bring joy to others. I’m grateful to Him for that,” Nicole explained as she discussed how special and decorated donuts have become all the rage for celebrations in the area. “Everyone loves it and it’s another way we can bring a smile!”
When they found the building that would become Downtown Treatery, it had been stripped down to the studs, providing a blank canvas to create the space they need. They hung curtains over the front window during the renovation, waiting until opening day for the big reveal to the community. “When I took down the curtains on the first day, there was a line stretched down the street,” she recalled. “It was incredible the way people showed up for us. I couldn’t believe it!”
That was January 25, 2020. Just six weeks later, the pandemic changed the face of life in Ohio and forced the couple to adjust their business model. “We had to adapt if we wanted to survive and we wanted to survive. Failure wasn’t an option so we started offering curbside pickup. You could order and we would bring your donuts right out to the car. If you’re a small business, you have to get creative.”
Nicole knows something about creativity. As a sports mom, wife, dental practitioner and small business owner she’s always had to balance, juggle and hustle but has done so more than ever this last year. “If it were easy, everyone would do it. I’m no stranger to hard work and I really love the challenge of making things work, finding ways around obstacles and reaching for my dreams,” she said.
Their dining room is open and there’s plenty of room for guests to social distance. Prior to the pandemic, they had welcomed parties of kids in to decorate their own donuts. “We loved doing that and can’t wait to do it again someday,” she said.
While Downtown Treatery is a special place for locals to enjoy, they also have a number of out-of-town guests including some who stop in while visiting town. “Jackson is such a wonderful place. Whether you live here or are just visiting, we welcome everyone to stop by for a donut and smile.”
Downtown Treatery is located at 229 Broadway Street in Jackson. Find hours, menu and more at their Facebook page!