What to Know About Your Target Demographic (From a Donut Shop Owner Who Tried Selling a Hot Dog Donut)

If you run a small business or a storefront, you’ve probably been told 47 times that "you need to market better." And while that might be true, marketing doesn’t work if you’re talking to the wrong people — or worse, trying to talk to everyone.

Before you pour money into social media ads or redesign your signage for the fifth time, let’s take a step back.
Do you actually know who your customer is… and what they really want?

Spoiler alert: I thought I did — until I tried selling a hot dog donut. Yes. That happened. (More on that soon.)

Why Understanding Your Customer Is Everything

It’s easy to get excited about new ideas — a fun product launch here, a seasonal item there. (Been there. Got the t-shirt. Also sold the donut.) But here’s the deal:

If you try to please everyone, you end up connecting with no one.

As the proud owner of a donut shop, I’ve learned that when you know your target demographic, you can make smarter decisions, build customer loyalty, and avoid brand confusion. You can also skip the heartbreak of watching your “brilliant” new menu item gather dust while your regulars stare at it like it personally offended them.

Take It From a Donut Shop Owner

Let’s talk about that hot dog donut. I thought it was bold, fun, a real attention-grabber. And it was. People talked about it — just not in the way I hoped.

Turns out, my customers weren’t coming in for savory meats. They came in for sweet, nostalgic, feel-good sugar bombs. Fortunately, I learned my lesson fast and retired the hot dog donut before it could do any long-term damage.

That said, experimenting can still work if it aligns with your brand. I offer a maple bacon donut, and people love it. Why? Because it still feels like a treat. It’s sweet first, bacon second. And it doesn’t leave my customers wondering if I’ve had a full identity crisis.

So How Do You Know What Your Customers Want?

That’s where Maxela comes in. We don’t just make things look good — we help you think strategically about your audience. Here’s how:

1. Know the Problem You Solve

Start with this:
What problem does your business solve for people?

• Do you make busy mornings easier?

• Do you help parents treat their kids to something special?

• Do you make people feel good about supporting a local business?

Once you understand the why behind your product or service, the who becomes a lot clearer.

2. Create a Target Customer Persona

No offense to broad categories like “women aged 25–45,” but you can do better. We’ll help you build a real customer persona — a fictional but deeply detailed profile of your ideal buyer.

Name them. Give them a job. Know what they drive, what they do on weekends, what they order from your menu, and whether they’re more “pumpkin spice” or “straight-up glaze.”

This persona becomes your decision-making filter. If an idea wouldn’t speak to them — skip it.

3. Understand Their Mindset

Data is helpful. But mindset is magic. At Maxela, we dig into what your customers actually think about before they make a purchase.

Ask yourself:

• What do they value most — price, quality, experience?

• What makes them walk into your shop (or out)?

• What turns a one-time customer into a repeat regular?

The better you understand their why, the better you can shape your how — from your signage and product lineup to your Instagram captions and customer service tone.

4. Stay in Alignment

Your brand doesn’t have to do everything. In fact, it shouldn’t.

Too many businesses start adding new products, new services, and new “just for fun” ideas that slowly make their identity foggy. And foggy doesn’t sell.

The key to clarity? Alignment.
Stay true to what your customer loves about you. You can absolutely add a twist now and then (hello, maple bacon!), but don’t forget the core of what makes people choose you over the place down the street.

TL;DR: Less Is Often More

You don’t need to be trendy. You don’t need a giant menu. You just need to deeply understand your customer — and then consistently show up for them.

If you're struggling to define your audience, Maxela can help. We work with local businesses, brick-and-mortar shops, and small-but-mighty teams to help you get crystal clear on your brand, your customer, and your sweet spot (pun intended).

🍩 Ready to Ditch the Guesswork?

Let’s figure out who your real customers are — and how to speak their language.
📩 Contact Maxela today to schedule a clarity session. No hot dogs required.