At OMG! Decadent Donuts, we do things a little differently. While many food brands scale through traditional franchising or corporate expansion, we chose a path that felt aligned with our values, purpose, and people-first ethos: the licensed business model.
For our founders—David, Andrew, Steven, and Diane—this decision wasn’t just about economics. It was about building something sustainable, inclusive, and fair. Here’s why licensing became the most ethical and values-aligned model for OMG! Decadent Donuts.
Empowering People, Not Controlling Them
Franchising is often rigid. It tends to centralise power, enforce cookie-cutter systems, and place heavy financial burdens on operators. We knew that if we were truly here to help families thrive—particularly those looking to exit the corporate grind or needing a business that fits around life—we had to trust people with real ownership.
Our licensees aren’t just operators. They’re independent business owners who bring their energy, passion, and local knowledge into their community. Licensing allows them to run their OMG! business in a way that suits their family, their strengths, and their dreams—while still being backed by a trusted brand.
Sharing Success, Not Just Scaling Profit
Too often, business models reward a few at the top while extracting from those on the ground. From the beginning, our founders wanted to flip that. We believe in sharing the opportunity, not hoarding it.
Licensing enables low start-up costs and a lean operational model. It’s accessible, not elitist. It allows people from diverse backgrounds—parents returning to work, career changers, regional families—to step into business ownership with real support and potential.
When one of our licensees succeeds, they’re not padding a corporate bottom line—they’re creating something meaningful for their own household.
Building a Community, Not a Corporation
Our business isn’t just about donuts (even though they are decadently delicious). It’s about creating joy, inclusion, and connection in every local community. A licensed model means our owners stay close to their customers. They live in the same neighbourhoods, go to the same markets, and care deeply about the people they serve.
This decentralised, human-first approach builds trust and loyalty far beyond what a top-down brand could achieve. And it reflects the kind of world we want to help shape—where business is a force for good.
Ethical Growth in Action
In just a few short years, OMG! has grown to over 70 licensed locations across Australia and New Zealand. We’ve supported dozens of families to create flexible incomes, build assets, and make a difference—one hot donut at a time.
The licensed model has allowed us to grow in a way that’s scalable but soulful. And in a business landscape increasingly hungry for purpose, that’s something we’re incredibly proud of.
We’d love to share what we’ve learned. Let’s build a better kind of business, together.
