Mikiko
A craft donut shop working out of 650 square feet, grossing about $600,000 a year at a 40% margin.
12 figures on Mikiko, drawn from 4 Modern MBA case studies.
The figures
US dollars7
| Against its own chart | |||
|---|---|---|---|
| Annual revenue against total operating costs · Revenue | $600,000 | 6th of 7 · top $1,950,000 | How much a haunted house actually makes |
| Average gross earnings per location, in thousands of dollars | $600K | 2nd of 3 · top $766K | Why donut shops out-earn Krispy Kreme |
| Lola's projected first-year gross earnings against the others, in thousands of dollars | $600K | 2nd of 4 · top $766K | Why donut shops out-earn Krispy Kreme |
| Average price of a dozen donuts, 2024 | $25 | 2nd of 4 · top $45 | Why donut shops out-earn Krispy Kreme |
| Average customer spend, against other concepts covered on this channel | $15 | 2nd of 9 · top $550 | Why nobody wants to own ice cream anymore |
| Average spend per order | $15 | 1st of 8 · top $15 | Why bubble tea is so profitable |
| Annual revenue against total operating costs · Operating costs | −$360,000 | 2nd of 7 · worst −$1,482,000 | How much a haunted house actually makes |
Percentages5
| Against its own chart | |||
|---|---|---|---|
| Annual operating margin against big brands and other independent concepts covered on this channel | 40% | 1st of 11 · top 40% | Why nobody wants to own ice cream anymore |
| Store-level operating margin | 40% | 1st of 8 · top 40% | Why bubble tea is so profitable |
| Annual operating margins | 40% | 1st of 8 · top 40% | Why donut shops out-earn Krispy Kreme |
| Operating costs as a percentage of revenue · Labor | 35% | 1st of 2 · top 35% | Why donut shops out-earn Krispy Kreme |
| Operating costs as a percentage of revenue · Food | 15% | 2nd of 2 · top 26% | Why donut shops out-earn Krispy Kreme |
Case studies covering Mikiko
Case study — Media & entertainmentHow much a haunted house actually makesA haunted house has six weekends a year to make its money back. The good ones out-earn Disney Parks on margin.12 min read
Case study — Food & beverageWhy nobody wants to own ice cream anymoreUnilever, Nestlé and Kroger all owned the biggest brands in ice cream. All three decided it wasn't worth keeping.16 min read
Case study — Food & beverageWhy donut shops out-earn Krispy KremeThe average Krispy Kreme grosses $119K a year. A 650 sq ft Portland shop grosses $600K at a 40% margin.12 min read
Case study — Food & beverageWhy bubble tea is so profitableA Sawtelle boba shop grosses $1.08M at a 30% store margin on $9 orders. The moat is the supply chain, not the brand.11 min read