Hero Doughnuts sells out at first Birmingham pop-up, plans another at Seasick Records
Co-owner Jason Wallis, left, and chef and co-owner Wil Drake after the successful first pop-up sell-out for Hero Doughnuts. (Meg McKinney/Alabama NewsCenter)
When Birmingham chef Wil Drake unveiled his new one-of-a-kind doughnuts at his first pop-up at Seasick Records in Crestwood on Saturday, the line of people clambering for a taste stretched through the door.
With so many customers, Drake and his business partner, Jason Wallis, sold all of the doughnuts on hand in only 36 minutes.
“I couldn’t have asked for anything more from Saturday’s response,” Drake said. “Jason and I were blown away by the turnout.”
This success is the fruition of a longtime dream for Drake, who is turning his favorite childhood treat into a business.
“When I lived in Albany, Ga., as a boy, my family would get Krispy Kreme doughnuts after church every Sunday night. That was the only time the ‘Hot Now’ sign was flashing,” Drake said. “Those hot Krispy Kreme doughnuts were my favorites. I never knew I would open up a doughnut shop one day.”
After considering hundreds of names for their business, Drake and Wallis settled on Hero Doughnuts, noting that anyone who comes bearing these tasty pastries is an automatic hero.
“Doughnuts make people happy,” Drake said. “If you’re having a bad day or somebody brings a dozen doughnuts to work, it makes you smile.”
Every doughnut is made by hand in a French brioche pastry style. Making brioche – a rich, buttery bread-like dough – can be time-consuming, Drake said. A 12-hour process, Drake makes the dough and allows it to proof in the freezer overnight to activate the yeast. Then, on the following day, he cuts, rolls and kneads the dough, before frying the doughnuts.
The secret, Drake said, is the ingredients.
“We’re passionate about good ingredients,” he said. “We’re going to stay fresh and local and have good, organic ingredients when possible. But at the end of the day, I want people to buy our doughnuts because they like them, not because they’re organic.”
When Drake broached the idea of launching a doughnut business, Wallis, a local commercial director and photographer, said, “Let’s do it.” Although he does not cook, Wallis has a passion for food and had been looking for an opportunity to start a business in that industry.
“The awesome side benefits of my job are that I get to travel and eat at some of the country’s best restaurants,” said Wallis. “When I go out, I want to experience cool places and eat good food.”
Wallis said he became interested in partnering with a chef to open a restaurant after his year-long project shooting photos for chef Chris Hastings’ cookbook, “A Celebration of Food, Family and Traditions.” Through the project, Wallis gained an appreciation for the growing movement toward using fresh, locally sourced ingredients in the food industry.
Wallis said he will leave the creation of the doughnuts in Drake’s capable hands and will strictly be a “behind-the-scenes” partner. His role will focus on leveraging his experience and relationships to promote the business and secure a prime store location. He is also working closely with Lewis Communications to develop the brand identity and messaging for the new doughnut business.
“I tell everyone I won’t be frying doughnuts,” said Wallis. “I’m not quitting my day job. I’m helping Wil fulfill his dream.”
Drake said he has been testing doughnut recipes for several years, with the idea of one day starting a business. Using recipes he has discovered through the years while working in restaurants, Drake said the key is finding the “perfect” mix of ingredients.
“You take the parts of a recipe you like and try different combinations until you find what you like and what you don’t like. You have to love it because it’s a lot of work,” Drake said. “But I’m happy to have finally landed on the right recipe.”
Hero Doughnuts wants to bring a “hole” new pastry experience to Birmingham from Alabama NewsCenter on Vimeo.
Because many of the ingredients will be seasonal, the flavors will often vary. But customers will always find a pink doughnut for sale, Drake said, because of his 3-year-old daughter Hadi’s love of the color.
Staple flavors will include vanilla bean, chocolate ganache, Boston cream and caramel. Drake plans to add a breakfast sandwich made from brioche.
With a bachelor’s degree in nutrition and dietetics from Samford University, Drake has always had a fascination with food. He has worked as a chef or consultant at numerous restaurants in Birmingham, including Dreamcakes, Saw’s BBQ, Bottle & Bone, Flip Burger, Carrigan’s Public House and DoDiYo’s. More recently, Drake spent some months overseas studying the “old-world” art of butchery in Ireland and working as a chef at Upstairs at the Ten Bells in London. He is helping to launch Woodlawn Cycle Café.
Wallis has directed commercials for Blue Cross Blue Shield of Alabama, Alabama Gulf Seafood, Alagasco, Monroe Carrell Jr. Children’s Hospital at Vanderbilt and many other clients in Alabama and across the nation. His still photography work has included sessions with well-known figures, such as Colin Powell, Condoleezza Rice and Florida State Seminoles football players.
The next pop-up will be on Saturday, March 26 at Seasick Records at 5508 Crestwood Blvd. in Birmingham. Drake is making twice as many doughnuts as he did for the first one.
Drake and Wallis will continue selling their doughnuts at pop-ups across the city until they secure a more permanent location.
“I’m so excited for people to come out and try our doughnuts, and see that we’re not just flying by the seat of our pants. We know what we’re doing,” Drake said. “I want our doughnuts to be the best doughnuts in Birmingham. I want people to feel good about eating Hero Doughnuts.”
For details about upcoming pop-ups, follow Hero Doughnuts on FaceBook, Twitter and Instagram.
