There was a time when Voodoo Doughnut was a cash-only restaurant—in fact, that time was 2019. Yes, this Portland, Oregon–based doughnut shop was such an icon that it could get away with doing things like not accept credit cards and stay open 24 hours a day.

But COVID-19 forced Voodoo to quickly catch up with reality, which it did by instituting things like third-party delivery and online ordering. Now the 10-unit brand is learning how to maintain its icon status while also modernizing its system and learning from its customers about what exactly they want out of the concept.

CEO Chris Schultz joins the podcast to talk about those changes, how Voodoo is continuing to innovate during the pandemic, and how the brand has learned to be more flexible through these trying times.

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