Project D set to be major 'player' at NFL
Published On Friday 11 Nov 2022 by Sticky Beak
See Recent News Articles
AN innovative doughnut company has proved to be a major player on the bakery scene - having bagged a deal to provide sweet treats at a Wembley National Football League (NFL) game.
The Project D team celebrating NFL success at Wembley & Project D’s specially designed doughnut in the colours of Jacksonville Jaguars
Derbyshire-based Project D sold 9,000 doughnuts at the Jacksonville Jaguars v Denver Broncos clash last month - which had a sell-out 86,000 crowd.
The firm - fresh from scooping the Online Bakery Business of the Year title at last week’s Baking Industry Awards – first impressed bosses at Delaware North, concessions operators at Wembley, when it sold its wares at the England v USA Women’s football international friendly at the iconic London venue in October.
The team has now embarked on the massive NFL operation - which saw the firm take 18 Project D staff to Wembley and employ a further five agency staff to sell the popular Derbyshire doughnuts across a four-and-a-half hour period.
The event, on October 30, saw seven Project D stands across three floors of the stadium, along with six hawking units.
Project D’s events manager Angela Allen cancelled her annual leave to head up the event.
She said: “It was a massive operation. This was the first time we’ve ever been given an opportunity to trade at Wembley by Delaware.
“The women’s international friendly was a trial run - but it was nothing in comparison to this. It was such a long trade window.”
Angela, who moved to Project D from her previous job with Derby County Football Club, added that this game was “the biggest achievement of my career”.
Project D, which has more than 100 staff members, was set up in 2018 by childhood friends Max Poynton, Matthew Bond and Jacob Watts.
“The vision from the lads was always to move forward with bigger and better events - I don’t think you get much bigger than the national stadium,” said Angela.
“I don’t think it’s hit anyone just how big this was. The women’s football did well, but ultimately this is us putting ourselves on the map.”
Project D designed a new doughnut in the Jacksonville Jaguars’ badge colours, using Project D’s signature doughnut base with turquoise piping, chocolate sprinkles and a caramel glaze.
Around a quarter of the stock taken to Wembley were Jaguars doughnuts, with the rest from the existing Project D range - Bad Boy, Berry Bomb and Bueno Blanco.
Max Poynton, director of operations at Project D, said: “We are hoping to do a few more events at Wembley over the next year.”
The Jags v Broncos fixture was the first of a new three-year contract between the Jags and Wembley Stadium, which will see the NFL outfit play an annual game at the stadium up until 2024. It is the latest deal which could potentially lead to an NFL side finding a permanent home in London.
The Wembley gig comes on the back of a string of recent successes for Project D, including launching a concession unit at Treat Kitchen, in Nottingham, and selling protein doughnuts at the Arnold Sports Festival at Birmingham’s NEC in September.
To find out more, visit www.projectdoughnut.co.uk.
| Meet The Derby Restaurant Playing Cupid This November Romance is on the menu at one of Derbys most stylish restaurants, where a Breeze partnership is transforming weekends into First Dates moments. Nicco Restaurant Read The Article | |
| Luke Evans Bakery Unveils Fresh New Look One of the oldest family bakers in the East Midlands has unveiled new updated branding and livery to reflect its heritage and quality. Derbyshire-based Luke Evans Bakery has also Read The Article | |
| Derbys Cathedral Quarter Hotel opens its doors this Christmas to help tackle loneliness in the city A Derby hotel is staying open this Christmas so people feeling lonely over the festive season can book a break and find new friends. Read The Article | |
| The Bakewell Tart Shop celebrates third consecutive Tripadvisor Travellers Choice Award The Bakewell Tart Shop has once again been recognised among the top 10% of restaurants worldwide, after being awarded Tripadvisors Travellers Read The Article | |
| The Ashford Arms Named In The Top 1% Of Restaurants Worldwide By Tripadvisor The Ashford Arms - a historic 17th-century country inn with rooms in Ashford-in-the-Water, near Bakewell in the Peak District - has been Read The Article | |
| Sheffields Food Heritage Book Launch Draws Crowds to Stannington Library People from across Sheffield made the journey to Stannington Library this week to celebrate the launch of The Unsung Flavours of Sheffield - a new book Read The Article | |
| The Miners Opens Its Doors: A Café, Deli & Wine Bar Celebrating Local Produce and Community Spirit A new chapter begins for one of Edwinstowe's most cherished spaces, as The Miners officially opens its doors this week. The Read The Article | |
| The Cupola in the Peak District Wins Central England Prestige Award for Self-Catering Accommodation The Cupola Kitchen and Rooms in Stoney Middleton has been named Self Catering Accommodation of the Year Read The Article | |
| The Hide Opens Its Doors - Chatsworth Escapes introduces new affordable Peak District hotel Set in moorland on the edge of Chatsworth Estate, The Hide opens its doors this week, providing an affordable yet stylish base for those looking Read The Article | |
| Losehill House Stakes Its Claim As The Peak Districts Most Romantic Hotel This Engagement Season Engagement season - the time between late autumn and Valentine's Day when almost half of all proposals take place Read The Article | |