Case Study: The Art of Donut builds customer loyalty and drives growth with Square

The Art of Donut Baking Customer Loyalty Into a Business

The Art of Donut, a San Antonio donut shop founded by Andrea Aguirre and Miguel Aja, grew from a food truck into a brick-and-mortar business and faced the challenge of maintaining customer relationships while building awareness in a new area. From the beginning, the company used Square, including Square Reader and later Square Point of Sale, along with Square website, Square Loyalty, Square Marketing, and Square Appointments to support its growth.

With Square, The Art of Donut launched an online storefront for preorders, appointments, merchandise, catering inquiries, gift cards, and pickup options, while also using loyalty and marketing tools to keep customers engaged. The results were significant: Aguirre says about 40% of revenue now comes from the Square site, and more than 40,000 customers are enrolled in the Square Loyalty program.

The Art of Donut