Hidden away on a Bridgend industrial estate lies a bakery that has taken the doughnut-lovers to the streets over the past twelve months.
WhoCult Coffe & Donuts, created by the dad of two, Scott Magill, who opened the shop as a doughnut and coffee takeaway service in 2019. But the business has expanded to include a doughnut and coffee shop. Scott is open seven days a week to maintain the growing popularity.
Amid a lockdown, which began in January 2021, The business was greeted by lines of customers waiting to purchase their doughnuts with a design.
Its success saw the company grow from a tiny counter to the 48-seat dine-in space and even take away.
The expanded seating area in the Bridgend Industrial Estate (Image: WHOCULT)
Scott Magill and barista Jake Noon pictured back in February 2021 when WhoCult was takeaways only (Image: WalesOnline/Gayle Marsh)
The expansion didn’t stop there, and the business grew to the industrial estate to keep growing.
“We used to use a supplier for the doughnuts, and then we would get them in and ice them,” Scott explained.
But, as demand increased, it became impossible for the provider to keep up.
Thankfully, a bakery adjacent to their cafe was opened, and all items are now made directly from their bakery.
“We will make the doughnuts in the early hours in the morning, and then the doughnut decorators come in and decorate on top, then they go straight over to the shop.”
WHOCULT have been able to expand into a bakery in a unit next door (Image: WHOCULT)
The new bakery has allowed Scott to keep the business within Bridgend (Image: WHOCULT)
Due to social media’s impact, users come from all over the M4 corridor to enjoy the chance to taste one (or the entire box) from their donuts.
“I think without social media we wouldn’t exist, and it has been like that from the start, so we’re constantly pushing it, and people travel, it’s about 99% of people who come here come specifically, so we do a lot to signpost where we are.”
After such a great year, Bridgend boy Scott plans to expand the business to Wales and beyond.
“It’s incredible the amount of help we’ve received.
“We’re planning to open our next restaurant within Cardiff in March. That’s around 90% complete.
“The long-term plan is to try and open ten stores over the next 24 months,” Scott added.
Doughnut designs are kept on rotation, but there are some which are firm favourites (Image: WHOCULT)
The bakery on-site located in Bridgend continues to produce doughnuts for their numerous shops while keeping the production local, which is crucial for Pencoed’s native Scott.
“It’s nice to know they’re from here, and we’re employing people locally who are supporting the town.”
The doughnuts were initially conceived as an off-shoot of Scott’s clothing company WhoClo was founded in 2010 with its printing facility just next door.
Scott stated that amid the growth of WhoCult and two young family members at home, Scott could focus on his streetwear brand, which will begin the process of importing into HMV this year.
