Meet the Founders: Turning a Craving into a Community Favourite

Nicole Morais and Jeremy Black are the founders. Crave Doughnuts was born from a simple but powerful love for doughnuts—and a dream to bring something fresh, fun, and handcrafted to Durham Region. What started in a home kitchen with just two founders, has grown into a full-fledged doughnut destination with two bustling locations and a loyal following.

Every doughnut is handmade from scratch using locally sourced, high-quality ingredients. The result? A menu packed with bold, creative flavours that put a modern twist on the classics we all know and love.

A Dream Baked to Life

For the founders of Crave, starting a business wasn’t just about selling doughnuts—it was about creating something special for their community.

“The goal of creating something our community would love was the most appealing part,” they shared. “We wanted to bring our passion to every bite.”

And they’ve done just that. Crave has become a go-to spot for locals looking for a sweet treat that’s anything but ordinary.

From Home Kitchen to Two Locations

Crave’s growth story is one of grit, creativity, and serious hustle. In year one, it was just the two founders—rolling, frying, and glazing doughnuts from their home kitchen. Fast forward to today, and Crave now operates two storefronts in Whitby and Oshawa, with a growing team of six employees and a community of fans who can’t get enough.

How BACD Helped Crave Rise

When Crave was looking to grow into their first location, they turned to the Business Advisory Centre Durham (BACD) for guidance.

“BACD has been such a wonderful resource during our start-up period. The knowledge of the mentors and guest speakers helped us grow our confidence and our business.”

From business planning to mentorship, BACD played a key role in helping Crave move from concept to community staple.

Marketing That Stands Out

Crave’s marketing strategy is as bold as their flavours. They’ve leaned into social media and thinking outside the box to build a brand that’s fun, fresh, and unmistakably them.

“We love to be different,” they say—and it shows in everything from their Instagram feed to their seasonal doughnut drops.

Advice for Aspiring Entrepreneurs

Crave’s advice to anyone thinking about starting a business?

“Do it for the right reasons. Be passionate. Don’t be afraid to ask for help. Use the resources in your community. And remember—hard work pays off. Longevity is key.”

Visit Crave Doughnuts

Whether you’re a doughnut purist or a flavour adventurer, Crave has something for you. Stop by one of their locations in Whitby or Oshawa and taste the passion in every bite.