A beloved doughnut bakery is preparing to shut one of its outlets as it gears up to launch three fresh locations nationwide. East Midlands-based chain Doughnotts has built a devoted following throughout the area with its extensive flavour selection.

The business currently operates outlets in Nottingham city centre, the suburbs of Beeston and West Bridgford, plus Lincoln. Doughnotts kiosks can also be found at East and West Midlands Designer Outlets. The chain has earned recognition for its doughnuts featuring an array of flavours, including a pink sprinkle Homer doughnut, red velvet, white chocolate Oreo and a Cookie Monster variety.

Nevertheless, the firm has taken the difficult decision to shut its West Bridgford premises to facilitate expansion.

Three additional branches are scheduled to launch beyond the East Midlands, though their precise whereabouts remain undisclosed. Founder Wade Smith announced it via Doughnotts' social media channels.

He said: "We are about to open three more stores, but in order to do that, we have got to free up some time and some focus. In order to grow, one of the sites has got to go."

Wade explained he will be passing on the West Bridgford site to a "good friend". He added: "Now, let me tell you about the good stuff. We are in the middle of building three more stores."

The West Bridgford location will serve customers for the final time on Sunday, March 15. Wade shared: "This next stage of Doughnotts is the biggest investment we've ever made.

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"We've been working nine months on it, day and night, to get it over the line. We can't wait to share with you guys."

Patrons have expressed disappointment over the closure, with one saying: "So sad to see you go, we love coming to you guys at the weekend."

Another added: "Will miss you definitely will pop by over the weekend." Someone else commented: "I'm glad you are growing but gonna miss it."

Wade and Meg Scaddan launched the business in 2015 after crafting their inaugural doughnut in her mother's kitchen. What began as a side venture to finance a getaway transformed into something far more substantial.

The enterprise rapidly expanded across the East Midlands, with its inaugural outlet opening in Nottingham's Old Market Square. Doughnotts subsequently launched branches in Derby and Leicester, though these have since ceased trading.

• West Bridgford Store on Sunday, March 15 - 16 Gordon Rd, West Bridgford, Nottingham, NG2 5LP