Location:
Joey’s Doughies is a high-energy doughnut outlet located on bustling Swanston Street in the heart of Melbourne’s CBD—one of the city’s busiest pedestrian corridors. The brief was clear: deliver a compact, high-performing shopfit that could support fast-paced service while capturing the personality of the Joey’s brand—fun, bold, and unmistakably welcoming. The physical space presented a number of constraints, including limited internal floor area, shared tenancy services, and restricted delivery windows due to high foot traffic. On top of that, the layout needed to support rapid food preparation, efficient order handling, and high visibility to attract passing customers. Our challenge was to meet all these needs without compromising design integrity or long-term durability.
We managed the complete joinery package from planning and layout through to fabrication and installation. Early engagement with the client allowed us to fully understand how the business operates at peak times, which informed our layout strategy and joinery detailing. We conducted detailed site measurements and worked closely with other stakeholders—designers, trades, and centre management—to coordinate every aspect of the build.
All joinery elements were fabricated in our workshop to precise specifications. This included a custom-built service counter with integrated display zones, concealed waste management, and under-bench storage. We used durable laminate finishes, stainless steel benchtops, and splashbacks for hygiene and compliance, while keeping the visual tone consistent with the brand’s energetic style. Compact shelving, custom signage integration, and thoughtful positioning of fridges, prep equipment, and POS systems ensured that the space worked practically and visually. On-site works were tightly scheduled outside of peak trading hours, and our team remained adaptable throughout to manage last-minute changes and handover deadlines.
The completed fit-out delivers a compact yet efficient workspace that feels inviting to customers and highly functional for staff. The visual identity of Joey’s Doughies is brought to life through bright, clean finishes and well-proportioned elements that maximise space without clutter. Staff now operate in a back-of-house environment that flows seamlessly with the service counter, allowing for fast-paced operation during busy trading hours. The materials chosen support long-term use with minimal maintenance, and the design has proven effective in drawing foot traffic from the street. Joey’s Doughies now has a physical space that not only reflects its brand energy but also supports the practical demands of a high-volume food retail environment. The project was delivered on time, to spec, and with a high level of client satisfaction.
