Voodoo Doughnut
An American doughnut chain known for inventive flavors, theatrical branding, and highly distinctive store experiences.
Last updated August 22, 2026
AI crawler reads
4requests
1companies- Anthropic4
- Profile
- 2
- Controversies
- 2
- JSON · MD
- 0
- First read
- Nov 4, 2026
- Latest read
- Nov 4, 2026
From this site's server log
Overview
Voodoo Doughnut is an American doughnut company founded in Portland, Oregon, in May 2003 by Kenneth "Cat Daddy" Pogson and Richard "Tres" Shannon. Its first shop opened on Southwest Third Avenue in Portland's Old Town, initially operating only at night. From the beginning, the business differentiated itself through unusual doughnut names, indulgent toppings, irreverent presentation, and a theatrical retail environment rather than through conventional bakery positioning. The brand's visual identity incorporates a depiction of Baron Samedi, a figure associated with Haitian Vodou, and its familiar pink doughnut boxes support the slogan "Good things come in pink boxes." The pink packaging was adopted after Pogson noticed pink doughnut boxes during a trip to California. This combination of bright packaging, provocative humor, unusual flavors, and Portland cultural references helped the shop become a destination for visitors as well as a neighborhood bakery. Voodoo Doughnut expanded within Portland during the late 2000s, opening Voodoo Doughnut Too on Northeast Davis Street in 2008. A third location opened in Eugene, Oregon, in 2010. The company's profile increased through media appearances, including an episode of Anthony Bourdain: No Reservations in 2007 and later appearances or parodies connected with Portlandia and The Simpsons. Portland's city council designated the Portland Crème doughnut the city's official doughnut in December 2008. By 2011, the Portland and Eugene stores operated around the clock, and the Portland shops also hosted legal weddings and commitment ceremonies. The chain became associated with large-scale stunts, doughnut-eating contests, novelty products, and limited-edition doughnuts tied to celebrities, public events, or charitable donations. It also developed adjacent entertainment activity: from 2011 to 2016 it partnered with Rogue Ales on beers inspired by Voodoo Doughnut flavors, and in 2014 the founders established Voodoo Doughnut Recordings, a small label focused on doughnut-themed music and vinyl releases. The company underwent a significant ownership change in 2017, when private-equity firm Fundamental Capital acquired a majority share. Pogson and Shannon continued to hold interests, while representatives of Fundamental Capital joined the board. Chris Schultz, a former executive at MOD Pizza and Starbucks, became chief executive in 2018. Under this ownership and management structure, the chain expanded beyond Oregon into states including California, Colorado, Florida, Washington, and Texas, while also operating in Japan. Its menu includes dozens of conventional, vegan, cake, filled, and novelty doughnuts. Better-known offerings include the Voodoo Doll, Bacon Maple Bar, Old Dirty Bastard, Memphis Mafia, Blueberry Cake, and other regionally tailored or limited-time creations. Some products have attracted criticism for excessive sweetness or provocative shapes, but the same qualities reinforce the brand's identity as an experience-led doughnut chain. Voodoo Doughnut has also faced controversy. A 2017 choking death during a Tex-Ass doughnut-eating challenge in the Denver shop led the company to suspend the challenge. Labor disputes at the original Portland location intensified in 2020 and 2021 over security, workplace heat, union organizing, and alleged retaliation. The National Labor Relations Board later found that the termination of seven workers after a 2021 heat-related walkout was unlawful and ordered reinstatement and back pay. A second union election passed in October 2022. In 2023, plans for a New Orleans French Quarter location were cancelled after objections from Vodou practitioners and historic-preservation advocates, who criticized the brand's name and iconography as culturally and religiously insensitive.
History
Voodoo Doughnut began in May 2003 when Kenneth "Cat Daddy" Pogson and Richard "Tres" Shannon opened a doughnut shop on Southwest Third Avenue in Portland's Old Town. The business initially operated only at night and built its identity around unusual flavors, theatrical presentation, playful naming, and a retail atmosphere unlike a conventional bakery. The logo's Baron Samedi imagery and the company's pink boxes became central elements of its visual language. Pogson reportedly adopted pink boxes after seeing them used by a California doughnut business, while the slogan "Good things come in pink boxes" turned the packaging into a recognizable brand asset. The company gained wider recognition through Portland's growing food and tourism culture. In 2007, the original shop appeared on Anthony Bourdain: No Reservations. In 2008, the founders opened Voodoo Doughnut Too on Northeast Davis Street, celebrating the opening with a parade between the two locations. That same year, Portland's city council designated the Portland Crème the city's official doughnut. Voodoo Doughnut Tres opened in Eugene in 2010, extending the concept beyond Portland. By 2011, the Portland and Eugene shops were operating 24 hours a day. The company expanded its experiential role by hosting legal weddings and commitment ceremonies at its Portland stores, as well as doughnut-eating events and other public spectacles. In August 2011, staff created a giant doughnut box at the Portland Bridge Festival and filled it until it weighed 666 pounds, a stunt that achieved a Guinness World Record for the largest box of doughnuts. The brand's visibility continued through entertainment appearances: Richard Shannon and the chain appeared in Portlandia, while a Simpsons episode set in Portland parodied the business as "Devil Doughnuts." Voodoo Doughnut developed partnerships and side ventures alongside its shops. Between 2011 and 2016, it worked with Rogue Ales on beers based on several doughnut flavors. In 2014, Pogson and Shannon founded Voodoo Doughnut Recordings, a label intended to connect the brand with music and vinyl culture. Its early releases included novelty acts such as The Deep Fried Boogie Band and The Doughnut Boys, while later activity incorporated remastered recordings associated with Shannon's earlier work at Portland's X-Ray Cafe. By 2018, Shannon said the label's operations were slowing. The menu grew to include dozens of varieties, including vegan doughnuts, cake doughnuts, filled doughnuts, heavily topped bars, and products made for particular cities or events. Some earlier novelty items, including doughnuts using NyQuil glaze or crushed Tums, were removed after warnings from local health officials. The company also offered the Doughnut of Love for wedding ceremonies and promoted the oversized Tex-Ass doughnut through an 80-second eating challenge. In April 2017, a participant died after choking during the challenge at the Denver store, and the challenge was suspended. A major ownership transition occurred in 2017, when Fundamental Capital purchased a majority interest. The founders retained ownership stakes, and members of the investment firm joined the board. Chris Schultz, whose previous executive experience included MOD Pizza and Starbucks, became chief executive in 2018. The chain subsequently broadened its geographic presence, with locations in Oregon and in states including California, Colorado, Florida, Washington, and Texas. It also expanded internationally to Japan. Labor relations became a significant part of the company's public history. Workers at the downtown Portland location formed Doughnut Workers United in 2020, citing concerns that included security after an employee-safety incident. A first union effort ended in a tie vote in June 2021. During an exceptional heatwave that month, employees staged a walkout, reporting indoor temperatures of approximately 96 degrees Fahrenheit while Portland's outdoor temperature later reached 116 degrees. Seven of the eleven participating employees were fired. In October 2021, the National Labor Relations Board found the terminations unlawful, ordered reinstatement and back pay, and found that the company had improperly surveyed employees during the organizing campaign. Workers filed for another election in 2022, seeking improved wages, scheduling, and safety standards; the second vote passed 16–6 in October. The company's expansion plans also encountered cultural opposition. In 2023, a proposed New Orleans French Quarter shop was cancelled after Vodou practitioners and preservationists argued that the brand's name and iconography were insensitive to Haitian Vodou and inappropriate for the historic district. Voodoo Doughnut remains an active, privately held doughnut chain whose appeal rests on novelty, spectacle, recognizable packaging, and destination-oriented stores.
- 2023
New Orleans location cancelled
[1]The planned French Quarter location is abandoned following cultural and preservation objections.
- 2022
Second union election succeeds
[1]Portland workers vote 16–6 to unionize with Doughnut Workers United.
- 2021
NLRB rules on Portland labor dispute
[1]The NLRB finds the firing of workers following a heat-related walkout unlawful and orders remedies.
- 2018
Chris Schultz becomes chief executive
[1]Chris Schultz takes over as CEO after prior executive roles at MOD Pizza and Starbucks.
- 2017
Majority investment by Fundamental Capital
[1]Fundamental Capital acquires a majority share while the founders retain ownership interests.
- 2014
Voodoo Doughnut Recordings founded
[1]The founders launch a record label focused on doughnut-related music and vinyl.
- 2011
Largest box of doughnuts record
[1]The company creates a 666-pound box of doughnuts at the Portland Bridge Festival, earning a Guinness World Record.
- 2010
Eugene expansion
[1]Voodoo Doughnut Tres opens in Eugene, Oregon.
- 2008
Portland Crème receives civic designation
[1]Portland's city council designates the Portland Crème the city's official doughnut.
- 2008
Voodoo Doughnut Too opens
[1]The second Portland location opens on Northeast Davis Street.
Products and positioning
Experience-led specialty doughnut chain combining novelty flavors, theatrical retail, irreverent humor, tourism appeal, and Portland-inspired cultural branding.
Novelty filled doughnut
Voodoo Doll
A signature doughnut shaped and decorated like a small voodoo doll. It is one of the chain's most recognizable products and exemplifies the brand's use of visual novelty, themed naming, and colorful toppings.
Topped bar doughnut
Bacon Maple Bar
A raised bar doughnut finished with maple icing and bacon. Frequently identified as one of Voodoo Doughnut's flagship offerings, it combines a sweet maple profile with a salty savory topping.
Filled doughnut
Portland Crème
A cream-filled doughnut associated closely with the Portland flagship. In 2008, Portland's city council designated it the city's official doughnut, giving the product a civic role beyond the company's menu.
Ceremonial novelty doughnut
Doughnut of Love
A wedding-oriented doughnut created for ceremonies held at Portland Voodoo Doughnut locations. It is described as a large, heavily decorated creation with toppings such as sprinkles, chocolate chips, and pretzel sticks.
Oversized challenge doughnut
Tex-Ass
An oversized doughnut weighing approximately half a pound and promoted as equivalent to about six regular doughnuts. The associated 80-second eating challenge was suspended after a participant died from choking during a 2017 attempt.
Plant-based doughnuts
Vegan doughnuts
The chain offers vegan varieties as part of its broad menu. These products extend the brand's novelty-focused range to customers seeking doughnuts made without animal-derived ingredients.
Controversies
2023
Cultural objections to New Orleans expansion
Vodou practitioners and historic-preservation advocates opposed the proposed French Quarter shop, arguing that the company's name and imagery were culturally and religiously insensitive. The expansion plan was cancelled.
2021
Unlawful firing finding after heat walkout
The NLRB found that seven workers fired after participating in a walkout over extreme indoor heat had been wrongfully terminated. The agency ordered reinstatement and back pay and also found improper employee surveying during union organizing.
2017
Death during Tex-Ass eating challenge
A participant choked and died during an attempt at the Tex-Ass doughnut challenge in the Denver shop. The company suspended the challenge afterward.
Marketing campaigns
- 2016Mayoral doughnut-eating contests
Portland, Oregon
The Portland location hosted doughnut-eating contests involving mayoral candidates, connecting the store to local civic culture.
Outcome. The contests became part of the location's event programming.
- 2011666-pound doughnut box
United States
Voodoo Doughnut built a giant pink-style doughnut box at the Portland Bridge Festival and filled it until it weighed 666 pounds, turning a brand motif into a public stunt.
Outcome. The stunt received a Guinness World Record for the largest box of doughnuts.
- 2011Rogue Ales flavor partnership
United States
Voodoo Doughnut partnered with Rogue Ales to develop bottled beers inspired by several doughnut flavors.
Outcome. The products were distributed across the United States through 2016.
Brand decisions
2023
Cancel planned French Quarter locationStrategyBackground
The proposed New Orleans location faced opposition from Vodou practitioners and historic-preservation advocates.
Action taken
Voodoo Doughnut cancelled the planned French Quarter shop.
Aftermath
The company did not proceed with the New Orleans expansion described in the source material.
2017
Suspend the Tex-Ass eating challengeStrategyBackground
A participant died after choking during the oversized-doughnut challenge at the Denver location.
Action taken
The company suspended the eating challenge.
Aftermath
The Tex-Ass remained associated with the menu's novelty history, but the public timed challenge was no longer offered.
2017
Sell a majority share to Fundamental CapitalM&ABackground
The founders sought an ownership structure supporting the company's continued development and expansion.
Action taken
Fundamental Capital acquired a majority interest, while the founders retained ownership interests and investment-firm representatives joined the board.
Aftermath
The chain continued expanding into additional U.S. states and Japan; Chris Schultz became CEO in 2018.
Recent events
Sources3 sources
Cite this profile: Cite the canonical profile. /brand-wiki/voodoo-doughnut · Editorial policy · How profiles are compiled