MADISON, WI — Vegan donut bakery Level 5 Donuts announced a retail partnership with Fortune Favors, a candied pecan company, to bring both brands under one roof.
With a variety of challenges facing brick-and-mortar specialty food retailers, including staffing shortages, rising costs and shifting customer behavior, it’s imperative for small business owners to find ways to support each other and their communities.
“Small businesses need to creatively maximize their resources,” said Jess Benish, co-founder of Fortune Favors. “Sharing our space with Level 5 Donuts helps both brands — who have similar target customers — thrive.”
In 2019, Level 5 Donuts started as a pop-up vendor at local festivals and events, gaining a loyal following around Madison, WI. Now, the vegan donut brand will operate a counter-service shop in Fortune Favors’ Atwood Avenue location, which the candied pecan company has occupied in Madison since 2018.
The collaboration will offer a model that supports business sustainability and customer experience. Benefits include shared operational costs, cross-promotional marketing, increased foot traffic, efficient use of retail space and a wider product selection in one location.
