Like an M&M-coated phoenix rising from the powdered sugar ashes, Doughnut Time is, as of today, officially back in business.

After its initial iteration courted some severely Icarus-like areas in rising spectacularly high in double-time before crashing and burning in horrific flames, the ultra-trendy doughnut business has picked itself up off the canvas and is re-opening the doors on a handful of stores this morning.

Three stores are set to open in Queensland over the course of the weekend: the Myer Centre and South Bank stores in Brisbane will throw open their doors from 11am this morning, while a third store at Burleigh Heads on the Gold Coast will open on Saturday morning.

The business end of Doughnut Time’s operations has undergone a significant revamp under new owner, the self-described “Keto King” Peter Andros. Read into that what you will.

The launch of the first three Doughnut Time 2.0 stores also coincides with the promise of measured expansion; a fourth Queensland store in Coomera (near Dreamworld) is due to open in December, while Melbourne & Sydney stores are planned for 2019. Melbourne reportedly has sites in Degraves Street, Fitzroy, and Hawthorn locked in, while Sydney remains a longer-term project.

The revamped Doughnut Time has been active on social media for the past few months, teasing an undefined re-opening schedule, so the sudden unannounced launch comes as something of a surprise.

Media releases issued yesterday ahead of today’s launch promise customers “old favourites including The OG, Slim Shady, Love at First Bite, Veruca Salt, Crème De La Crème, and It’s Always A Gay Time,” while also promoting new launch flavours “Ya-Ya Baklava, My Little Doughny, and Hollaback Girl,” the latter of which will apparently be a banoffee-flavoured offering

Andros has long spouted his plans to introduce so-called “healthier” options to Doughnut Time’s offerings under his watch. The press release accompanying today’s launch espoused his “background in creating delicious fitness and health food products,” which therefore makes him “the perfect director for the creation of guilt-free treats.”

In celebration of the opening, the Myer Centre location in central Brisbane is giving away 2,500 doughnuts between 11am and 1pm. It’s first in, best dress, so get yr skates on if you want a free treat.

Will this version of the store succeed? Will it defy the path its original trod in? Will it actually pay its workers fairly? Time will tell, we guess.

Image: Supplied