Crave Doughnuts, located at 102 Lupin Drive in Whitby, has become a local favourite thanks to its one-of-a-kind, handcrafted doughnuts and strong ties to the community. Founded by doughnut lovers Nicole Morais and Jeremy Black, Crave's story is one of passion, perseverance, and a deep appreciation for the place they call home.

Crave was born in March 2018, with Nicole and Jeremy initially working out of a rented bakery space in Ajax. In those early days, they were making between 1,000 and 1,500 doughnuts a week, driven by word-of-mouth buzz and an outpouring of community support that they describe as “extremely humbling.”

In 2019, Nicole and Jeremy opened their first brick-and-mortar location in Whitby. It didn’t take long for Crave to become a local hit, with daily sell-outs and lines out the door. That momentum continued, and in 2023, Crave expanded to a second location in Oshawa, allowing even more people to enjoy their fresh, handmade doughnuts.

We want to share the love that we have for doughnuts with the community that we love.

Nicole Morais, Founder, Crave Doughnuts

Celebrating 5 years in Whitby this past November, one of the things that sets Crave apart is their focus on quality. Every doughnut is made from scratch using locally sourced ingredients wherever possible. Dough, glazes, custards, and creams are all made in-house, giving each treat a fresh, homemade taste. Their menu features customer favourites like the Crème Brûlée and Honey Cruller doughnuts, alongside a rotating selection of seasonal flavours. They also offer dairy-free vegan options.

Giving back to the community is a big part of what Crave is all about. They support several local efforts, including the Ability Centre’s Thrive program, an annual Pride fundraiser for LGBTQ+ charities, and Cohen’s Hot Chocolate Stand, which raises money for SickKids Hospital. They often donate merchandise, gift cards, and, of course, doughnuts to community events and causes, doing what they can to make a difference.

But for Nicole and Jeremy, community isn’t just about events or donations, it’s about everyday interactions. Whether it’s chatting with a regular customer or collaborating with other local business owners, they’re focused on building genuine connections. That community-first mindset has helped Crave become more than just a doughnut shop; it’s a well-loved part of the Whitby community.

As Crave Doughnuts continues to grow, their story proves that with passion, creativity, and a commitment to community, an idea can turn into something truly special.

To learn more about Crave Doughnuts and explore their menu, visit their website or follow them on Instagram. 

Rashad Zaman
M.Mgt
Trent University

Interested in sharing the story of your local business? Contact Whitby Economic Development to participate in future business stories.