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Doughnut Time UK slammed for 'sneakily' rebranding after 'ripping off' black female founder's business

The company, which was originally founded by Australian entrepreneur Damian Griffiths in 2014, closed its 13 UK stores at the end of last month amid growing backlash online.



Doughnut Time UK rebranded as Rodeo Doughnuts amidst a controversy surrounding CEO Thomas Anderson's alleged appropriation of Feyi Flowers (founded by Eni Awoyemi), a black female entrepreneur's brand identity. The main conceptual arguments: * Accusation of Brand Theft: Eni Awoyemi accused Anderson of using her business as inspiration for his girlfriend's new company, "Fond Flowers," alleging unethical and unacceptable actions. * Public Backlash and Boycott: This accusation sparked a public uproar online, supported by celebrities like Stormzy, who placed a large order with Feyi Flowers. Viewers vowed to boycott Doughnut Time UK. * Rebranding Attempt: Doughnut Time UK dissolved itself and rebranded as Rodeo Doughnuts, despite claims that the decision was made prior to the controversy. The article suggests the rebranding was a hasty attempt to distance the company from the accusations, potentially resulting in a loss of public trust and customer loyalty.

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