Hospitality veterans Joe La and Brian Taing are introducing their latest food innovation location into the Melbourne doughnut scene with the opening of Joey’s Doughies.

Located in the QV Foodhall, this new doughnut hotspot promises to delight dessert lovers with 30 different varieties of sweet treats. From fluffy yeast-raised doughnuts and indulgent cake doughnuts to old-fashioned classics and innovative cronuts.

Joe and Brian have been perfecting their doughnut recipes for more than a decade.

Both Joe and Brian have been in hospitality for more than a decade, having previously run venues like Braybrook Stn and Workshop Brothers.

But, it was during the COVID-19 lockdown that the pair finally perfected the sweet treat alongside their savoury experiment of creating the best sloppy joe for Sloppy Joe’s Deli.

“We had the Sloppy Joe’s project [Sloppy Joe’s Deli], and we needed a sweet offering,” Joe told Urban List.

“That’s where the doughnuts really took off.”

Initially a side project, their doughnuts became an instant hit, with fan favourites like maple bacon and the Homer Simpson doughnut (the pink one with sprinkles) quickly gaining a cult following.

“We’re reinventing and levelling up what we’ve done before,” Joe said.

In addition to the doughnut range available at Joey’s Doughies, there are also other sweet treats, milkshakes, and a colourful matcha selection on offer.

For those who aren’t as fond of doughnuts, Joey’s Doughies offers an array of other sweet treats, decadent milkshakes, and a colourful matcha selection.