The frigid morning when Parlor Doughnuts opened its doors on Metro Parkway, the response was immediate: the cozy café space filled up fast with folks clamoring to try the area’s latest craze —Parlor’s signature Famous Layered Doughnuts. Conversations sparked from the front of the line to the back, turning strangers into acquaintances and making connections in the community.
It’s exactly what franchise owner Christina Loshkreff wanted when she started this venture.
“We probably had 700 people in here for opening weekend,” Christina said. “But I just kept telling people — we have the drive-thru, but we want to meet you. Come on in. It should feel like customers are visiting a friend that opened in the community, not a business.”
Parlor Doughnuts is a relatively new business, launching in early 2019 in Evansville, Indiana. It quickly expanded via franchise surges across the United States, with a 100th location opening this year. It’s known for their Famous Layered Doughnuts, composed of layers of buttery dough, fried to have a crisp exterior and light, fluffy core.
The pastry’s airiness has more savory notes rather than the sweetness found in traditional yeast doughnuts, lending it to be both a sweet treat or a base for savory toppings, as with their newly launched line including OG Pepperoni, Margherita, Pig and Fig and more.
“The savories smell so good,” Christina said, showing off some fresh-from-the-oven pastries. “We roll these bad boys in parmesan and herb, add the savory toppings, and we just turned breakfast into lunch.”
So how did this opportunity arise for Christina and her partners, Paul Dudgeon and Roce Lulati?
“My husband and I were both in the housing industry. The year we got married, 2008, the market tanked,” she said. “We decided we’re never putting all our eggs in one basket again.”
Through one of their other ventures, Paul had secured franchising rights to Parlor Doughnuts and asked Christina if now was time to truly make the doughnuts. “Anytime we have a business, we like to have partners that are friends,” she said. “It creates a lovely community.”
Having grown up in the area, Christina knew community was a cornerstone of Sterling Heights’ culture, making it a very intentional and easy decision to secure a storefront in the city.
“We wanted Sterling Heights because of their awesome community support. How they take care of their residents and businesses in such a loving and uplifting way is such a warm and fuzzy feeling,” she said.
That philosophy carries into how Christina approaches business — not as competition, but as collaboration.
“High tides raise all ships,” she said. “There’s enough success to go around.”
While Parlor’s layered pastries offer a different experience than traditional doughnuts, Christina is quick to emphasize she’s offering something new, not trying to replace the existing doughnut model.
“There are great products that are very different from our great products,” she said. “We might be just a different experience for your day.”
That same mindset applies to the menu — alongside fan-favorite flavors like French Toast and Raspberry Pistachio, Parlor’s doughnuts are made in small batches throughout the day, many glazed or finished to order, allowing guests to customize flavors or accommodate different dietary needs with vegan, gluten-free and keto-friendly options.
“These are guests in our neighborhood,” Christina said. “If we can make it the way someone wants, why wouldn’t we?”
Christina also mentioned she connects with and learns more about the community, she’ll be able to roll out local flavors inspired by Michigan’s palette. “If we find something Sterling Heights wants,” she said, “we can make it.”
Parlor also features rotating seasonal items, with Valentine’s offerings throughout February, a strawberry-themed line of doughnuts and specialty drinks.
More than anything, Christina hopes Parlor Doughnuts becomes part of everyday life in Sterling Heights — but don’t be surprised if a quick trip turns into a long visit.
“Oh man, I am not short winded,” Christina said with a laugh. “I love to support the people of Sterling Heights. I want to connect with people, hear what you do. I want people to meet us, let us know what they think, and make us part of your life and community.”
Because for Christina, happy people make happy decisions. Sometimes, that starts with a doughnut.
Visit Parlor Doughnuts at 2544 Metropolitan Parkway, near Dequindre Road, from 6:30 a.m. to 6:30 p.m. Monday through Friday, 7:30 a.m. to 6 p.m. Saturday, and 7:30 a.m. to 4 p.m. Sunday.
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