A taste of home: How mamas donuts built a legacy on Whānau and Manaakitanga
The faces of Mam’s Donut’s: Rachael Jaunay and her team outside the Hamilton shopfront, where genuine manaakitanga is served alongside every donut. Photo credit: Cheryl Voss
Mama’s Donuts isn’t just your regular bakery. It is a place filled with aroha (love), manaakitanga (hospitality) and a commitment to treating everyone like whānau. From offering delivery drivers a drink to remembering the “usual dozen” for regular customers, everything is done with purpose.
The mission is that everyone leaves better than when they arrived. Rachael Jaunay – the founder and the ‘Mama’ behind it all – explains that “whānau means everyone who walks in is treated like our own”. For Rachael, business isn’t a mere transaction; it’s aboutconnection. She often describes the donuts as simply the “waka” (vehicle) that carries their message of care to the Hamilton community.
Where it all began: The original inspiration behind the brand, proving that whānau has always been the
foundation of the business. Photo courtesy of Rachael Jaunay.
The business has deep roots. Rachael was pregnant with her fifth son when they first started; he is now 20, and like the rest of her children was raised within the business. This family bond is her “why.” This honesty is reflected in their product, they use only fresh, real ingredients to ensure their donuts taste like home. Rachael’s advice for struggling business owners is to write down the names of your whānau when the books don’t balance at 2 AM. “They are the reason why you are doing all of this,” she says.
The legacy extends to her moko (grandchildren) and their rangatahi (youth) they mentor. Mama’s Donuts provides more than just a job; it gives young staff a sense of belonging andessential life skills like money management and leadership. Rachael reminds them: “Don’t leave your Māoritanga at the door to “be professional.” Your manaakitanga, your whanaungatanga and pono are your superpowers.”
Rachael runs her business with the hope that her parents and grandpaparents would be proud of what the brand has become. What started as a dream has become a reality and an inspiration for other wahine to do the same. By holding fast to her tikanga (cultural values), she ensures her family and community will thrive for generations.
Rather than staying home, you can find Rachael in the kitchen or storefront engaging in kōrero. She remains grateful of the community’s support, often hearing that her donuts taste just like “nana’s kitchen.” Whether it is providing a koha (gift) for local fundraisers or simply greeting a regular by name, the heart of the business remains the same. As Rachael puts it, “the kai is good and the aroha is real.”
A growing community: The Mama’s Donuts whānau today, continuing the mission to ensure everyone leaves
better than they arrived. Photo courtesy of Rachael Jaunay.
In a world of fast-food trends and faceless transactions, Mama’s Donuts stands as a testament to the power of staying true to one’s roots. When you lead with our heart, thecommunity and their whānau will always walk through the door. This commitment to people over profit has seen them become a staple of the Waikato region, proving that success is sweetest when shared.
You can visit Mama’s Donuts via their website or their address below
67 Duke Street, Frankton, Hamilton 3204. They open Thursday – Saturday 7am – 1pm
