Parlor Doughnuts opens in downtown Pensacola with signature 'layered' treats

Pensacola doughnut lovers have had nearly a year of built-up excitement for Parlor Doughnuts to make its downtown debut at 120 Palafox Place.

This past weekend, the shop opened its doors to the public for the first time with its soft opening from 8 a.m. to 5 p.m. both Saturday and Sunday.

"We've always wanted to be in Pensacola and actually on Palafox, but we had to wait a couple of years before a location opened up," Parlor Doughnuts founder Darrick Hayden told the News Journal on Friday. "We just waited for the right timing. Being downtown was always part of the vision of coming to this area of the Gulf Coast. ...  So, (we're) finally here."

Opening Announcement: Parlor Doughnuts announces plans to open Pensacola location this fall

After serving up items off their signature coffee and doughnut menu over the weekend, the shop closed Monday to regroup. It will open again Tuesday with a new set of extended hours that will be determined from soft opening results and feedback.

The Indiana-based doughnut franchise has become a standout across its more than 30 locations nationwide for its buttery, "layered" doughnuts. The brand also boasts over 20 unique flavors, such as raspberry pistachio, campfire, strawberry shortcake, turtle cheesecake, blueberry hill, bourbon caramel, carnival and coconut cream. There are also options available for keto, gluten-free and even a dog-friendly doughnut.

"All the doughnuts are all proprietary doughnuts to us. So, our featured doughnut that we're known for is our 'layered' doughnut," Hayden said. "Flaky on the outside, buttery, chewy on the inside."

The shop will even have a Pensacola-specific special doughnut that will be unique to the Palafox location.

"Each shop has its own doughnut. They (Pensacola) haven't come out with it yet, but they will. So we're taking suggestions and ideas for that," Hayden added.

Once the new store gets on a roll, it will also introduce a kitchen menu with breakfast items such as three varieties of breakfast tacos, avocado toast and an acai bowl.

Franchise owner and store operator Aaron Fitch has big plans for the franchise, eventually wanting to service Pensacola with multiple locations.

After tasting his first Parlor doughnut from the Miramar Beach location, Fitch knew the concept was something Pensacola needed.

"I noticed that there was a line out the door at 7 a.m. every single morning," Fitch said. "I looked to see what it was and it's called Parlor Doughnuts. It just kind of piqued my curiosity. ... I tried one, and it blew my mind. I knew instantly this is something different, this is something special. I knew that this was something that I really could get behind."

Not only were the flavors impressive, but the feeling of the shop also captured his attention as he "instantly fell in love with the entire vibe."

Fitch has worked in Pensacola restaurants for the past 20 years, and decided Parlor was his next endeavor.

Fitch looks forward to not only being able to bring delicious food, treats and beverages to Palafox, but also a sense of community that he has seen other Parlor locations create in which people have a space to gather, enjoy doughnuts and coffee and hang out with friends and family.

"I really started digging deeper and I really started to understand the culture. I started to learn a little about the founder, and I knew that this had to be in Pensacola," he said.

In addition to the dine-in seating at the downtown storefront, the shop will eventually have options for online pickup and delivery. Parlor Doughnuts is still looking to add members to the team, so those looking to apply can fill out an application on the Parlor Doughnuts website.

More updates and information on store hours and grand opening details can be found on the Parlor Doughnuts Facebook page.

This article originally appeared on Pensacola News Journal: Parlor Doughnuts opens on Palafox Place