About Us

In 1971, Philip C. Holland started Yum Yum Donut Shops, Inc. The first shop was a former Orange Julius in Highland Park, California. This shop is still in operation and is one of the highest volume shops in the chain.

Phil had become familiar with the donut business through a friend who owned a shop. He had also spent time in North Carolina working with Vernon Rudolph, the founder of Krispy Kreme Donuts.

By 1973, Phil had three Yum Yum donut shops and was anxious to expand. Frank Watase joined as an equal partner.

Since donut shops are open 7 days a week, Phil and Frank put in endless amounts of time and effort to operate the shops and develop new locations. Because of their experiences building the business through hard work and dedication, Yum Yum has a very strong work ethic throughout the organization to this day.




With 15 stores open, Phil and Frank lease a 10,000 square foot warehouse and brought in an experienced mix plant manager to
begin bakery mix manufacturing and distribution to the shops.


Awarded Gold Medals for its products at the California Exposition
and State Fair


Phil and Frank purchase
a 40,000 square foot building in the City of Industry, CA. All manufacturing and distribution operations are moved here.


Yum Yum introduces “Cholesterol Free” donuts, which received the Award of Excellence from the California Exposition and
State Fair.


Phil retires and sells
his interest in Yum Yum to Frank.

With over 80 stores open, Lincoln Watase (Frank’s son) joins
the company as
Vice President.


The manufacturing division is spun off into
a separate company, Quality Naturally Foods (QNF).


Yum Yum franchises its first store.


Lincoln Watase is promoted to President.


Yum Yum purchases the East Coast Bagel shop chain consisting of eight bagel shops in Southern California, including a frozen bagel plant in Costa Mesa, CA.


QNF purchases a
19,500 square foot building to handle
Yum Yum distribution.


Yum Yum begins program to remodel store interiors, including new seating package, ceramic tile, coffee bar, updated signage and resurfaced showcase. Resulting sales increase dramatically.


In October, 2004, Yum Yum acquired the operating assets of Winchell’s Donuts. Together, Winchell’s and Yum Yum are the West Coast’s largest donut shop chain.

We Pledge:

• To use only the freshest ingredients.
• To make each Yum Yum with tender loving care and art.
• To satisfy the discriminating taste of those who demand the best.
• To bring smiles and satisfaction as you enjoy your tasty Yum Yum donuts.