When the donut shop on South Main Street opened, I gave it a year at most. In the nearly thirty years we’ve lived here, I’ve seen two donut shops and three bakeries open… and close. After close to ten years, the donut shop is going stronger than ever. It’s open from six in the morning until two in the afternoon.
How did it manage when so many others failed? I’m guessing, but it has several factors going for it. First, its donuts are by far the best in town. Second, it’s open every day of the week. Third, it has a drive-up window that’s relatively easy to access. Fourth, it serves a range of coffee, tea, and smoothie beverages, and fifth, it has a range of baked pastry-type sandwiches [I don’t know how else to describe them] for lunch.
The donuts are slightly more expensive than any others in town, roughly ten percent more.
There is one thing that bothers me, though. Given my schedule, or my wife’s, we’re almost never free to visit the donut shop until it’s close to closing time, and by then, the shop is almost always out of glazed donuts – my wife’s favorite. There are old-fashioned plain and old-fashioned glazed donuts, and chocolate iced donuts, and plenty of glazed donut holes, but no glazed donuts.
Now, the owner has been successful, when so many have failed. So who am I to suggest change?
At the same time, if he’s always out of glazed donuts by one o’clock, and he has left-over donut holes, wouldn’t it make more sense – and dollars – to bake a few more glazed donuts?
Then, maybe he does, and I have the misfortune only to show up when there aren’t any left. And that’s the danger of relying too heavily on personal and anecdotal information.