How Doughnut Time & Starbucks Test New Products (Without Losing Millions)

How Doughnut Time & Starbucks Test New Products (Without Losing Millions)

Published: 13th June 2026

Video

In this video, we answer:

What percentage of new F&B products fail?
What is the problem with creating new products based on online trends?
What happens when customers dislike a new product?
How does Doughnut Time test new flavors before launch?
How much money did Doughnut Time save by testing first?
What is Step 1 of the 4-step food tasting secret?
Why is offering 100 free tastings a compulsory marketing expense?
Who should receive the free tasting offers?
What is Step 2 of the process?
What is Step 3 – how do you collect feedback?
What reward do customers get for completing the questionnaire?
What is Step 4 – what do you do after receiving feedback?
What happens when you already have 100 customers who approve your product?
How does Starbucks test new drinks before nationwide launch?
What is the final lesson for F&B owners?

Key takeaways

The hook: Did you know that 80 percent of new products created by F&B owners are complete waste? Not just wasted money — but wasted reputation. Let me show you how to fix this.
The problem: Most owners create new products based on a simple idea or something they saw online. It looks creative. So they add it to the menu. But here is what happens next.
The cost of failure: Eighty percent of these so-called ‘new products’ do not increase sales. Worse, customers who dislike them leave bad reviews online. One bad review can ruin an entire business. All because you never tested.
Real-life case study – Doughnut Time: Let me share a real example. Doughnut Time, a popular chain, tests every new flavor before launch. They create small batches and invite their most loyal customers to private tasting sessions. Only the flavors that pass the test make it to the menu. The ones that fail? Never see the light of day. This saved them millions in failed product launches.
Step 1 & 2 – Free Tasting & Right Audience: Here is the 4-step secret. Step one: create 100 free food tasting offers. Yes, it costs a few thousand dollars. But that is cheaper than reputation loss. Step two: these offers are ONLY for your core customers — your loyal regulars or VIP members. Their feedback is honest and valuable.
Step 3 – Feedback & Reward: Step three: 15 minutes after tasting, give them a 30-second questionnaire. In return, each customer gets a 5-ringgit cash coupon for their next visit. A small gift in exchange for 100 honest feedback forms. Totally worth it.
Step 4 – Adjust & Launch: Step four: if the feedback says ‘too sweet’ or ‘too salty,’ you adjust the taste. Only after corrections do you launch. By then, you already have 100 customers who have tasted and approved your new product. That is social proof.
Case study – Starbucks’ “Test City” Strategy: Another example: Starbucks never launches a new drink nationwide. They first test in a single city, like Tokyo or Seattle. They watch sales, collect feedback, and tweak the recipe. Only when it works do they scale. That is why their hit rate is so high.
The final message: Stop gambling on inspiration or online trends. Rely on real data from real customers. Test before you invest. Stay smart. Stay tested.

Full transcript

Voice specification: Male, deep, confident, American accent. Speak clearly, not rushed. Pause briefly at each [PAUSE].

[0:00-0:08] — Hook

Visual: Text on screen – “80% of new menu items FAIL.” Then show a chef throwing food into a trash bin.

Voice:
“Did you know that 80 percent of new products created by F&B owners are complete waste? Not just wasted money — but wasted reputation. Let me show you how to fix this. [PAUSE]”

[0:08-0:18] — The Problem

Visual: Show a business owner scrolling on a phone, seeing a trendy dish, then nodding excitedly.

Voice:
“Most owners create new products based on a simple idea or something they saw online. It looks creative. So they add it to the menu. But here is what happens next. [PAUSE]”

[0:18-0:28] — The Cost of Failure

Visual: Show a customer leaving a 1-star review online. Then show the restaurant losing other customers.

Voice:
“Eighty percent of these so-called ‘new products’ do not increase sales. Worse, customers who dislike them leave bad reviews online. One bad review can ruin an entire business. All because you never tested. [PAUSE]”

[0:28-0:40] — Real Life Case Study – Doughnut Time

Visual: Show Doughnut Time logo and their unique doughnut flavors. Then show a small tasting booth.

Voice:
“Let me share a real example. Doughnut Time, a popular chain, tests every new flavor before launch. They create small batches and invite their most loyal customers to private tasting sessions. Only the flavors that pass the test make it to the menu. The ones that fail? Never see the light of day. This saved them millions in failed product launches. [PAUSE]”

[0:40-0:52] — Step 1 & 2 – Free Tasting & Right Audience

Visual: Show 100 free tasting coupons being printed. Then show a VIP membership card.

Voice:
“Here is the 4-step secret. Step one: create 100 free food tasting offers. Yes, it costs a few thousand dollars. But that is cheaper than reputation loss. Step two: these offers are ONLY for your core customers — your loyal regulars or VIP members. Their feedback is honest and valuable. [PAUSE]”

[0:52-1:02] — Step 3 – Feedback & Reward

Visual: Show a customer filling a short questionnaire on a phone. Then show a RM5 cash coupon.

Voice:
“Step three: 15 minutes after tasting, give them a 30-second questionnaire. In return, each customer gets a 5-ringgit cash coupon for their next visit. A small gift in exchange for 100 honest feedback forms. Totally worth it. [PAUSE]”

[1:02-1:12] — Step 4 – Adjust & Launch

Visual: Show feedback forms with comments like “too sweet,” “too salty.” Then show corrected dish being approved.

Voice:
“Step four: if the feedback says ‘too sweet’ or ‘too salty,’ you adjust the taste. Only after corrections do you launch. By then, you already have 100 customers who have tasted and approved your new product. That is social proof. [PAUSE]”

[1:12-1:20] — Case Study – Starbucks’ “Test City” Strategy

Visual: Show Starbucks logo and a map of a single city highlighted as a test market.

Voice:
“Another example: Starbucks never launches a new drink nationwide. They first test in a single city — like Tokyo or Seattle. They watch sales, collect feedback, and tweak the recipe. Only when it works do they scale. That is why their hit rate is so high. [PAUSE]”

[1:20-1:28] — Final Lesson

Visual: Host looks directly at the camera. Text on screen: “Test before you invest. Real data, not inspiration.”

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