Our Story

As our customers are aware, we rebranded our donut shop to Swiches Coffee & Donuts from the Whole Donut. ‘Swiches’ is an abbreviation of ‘Sandwiches’ and originated from the Swiches Sandwich store, which closed permanently during the pandemic. It’s sad to hear that The Whole Donut has ended its era, as we share fond memories and a long history with the Whole Donut family spanning many years at this very location. Nevertheless, our mission to serve our community with quality products and service never ceased and we will carry on the legacy of the Whole Donut.

Business Background

As many in Berlin know, we began as a Whole Donut location, a beloved spot for donuts and coffee in the town. Recently, we rebranded to Swiches, but our core mission hasn’t changed: we’re still dedicated to serving the best donuts and coffee in a warm, friendly environment.

So, our journey to this point has been quite an adventure.

When I was 14, my parents made the decision to immigrate to the States, seeking the idea of a better life, riches, and better education. We were pretty overwhelmed at first, trying to get used to everything. But we found our community at a nearby Korean church, which became our “home away from home.” And we were introduced to the owner of the whole donut by the pastor’s wife who used to work here in Berlin whole donut.

My first impression about Berlin was that this town had such a warm, inviting vibe, and even though my parents didn’t speak much English, everyone welcomed us with big smiles. And those delicious donuts – it was love at first bite. I knew right then that the Whole Donut in Berlin had to be our new home. I always helped my parents out after school, and closing was the best part as I took a bite out of each donut before I threw them out.

At 15, I acted as an interpreter for my parents with the franchise co-founder, Frank and Joe, to purchase the Rocky Hill location. However, we found that it didn’t have quite the same vibe as the Berlin one – so my father sold the Rocky Hill location and purchased the Berlin location in 2004. Don’t get me wrong, I still love Rocky Hill. I went to high school there.

Business innovation & change

After my parents retired in 2021, I wanted to take the initiative to build on the legacy of Whole Donut to introduce new and exciting flavors and change the name to Swiches.

At first, it was a tough decision, and I was hesitant because I had many great memories with the whole donut – So, I had a brunch with the franchise owner, John, at Dennis one day. I shared with him that I was concerned that we would lose the loyal customers because of the changes I planned to implement.

But John encouraged me and told me it would be fine – before Whole Donut was “Best Eaten Donuts”, which his father and uncle, Joe and Frank, owned before their passings. Joe and Frank were able to implement their changes in a successful way into the Whole Donut. John said I would undoubtedly be able to do the same.

Although we’ve changed our name from Whole Donut to Swiches, our heart and dedication to our community remain unchanged. We’re passionate about creating a place where people can savor high-quality, freshly baked goods and a great cup of coffee while making new friends and cherished memories.

At Swiches, we pour love and care into everything we do. We bake our donuts fresh every day right here in the store. From classic glazed and Boston cream to unique flavors like sour cream and apple cider, we have something for everyone. Our 11 flavored coffees, brewed fresh from the bean, perfectly complement our donuts. Seasonal favorites like pumpkin spice and cinnamon hazelnut are especially popular in the fall. We use only the freshest ingredients and have strict quality control measures to ensure everything is perfect. And our team is dedicated to maintaining high standards and always listens to customer feedback to keep improving.

So, in conclusion, Berlin has been my family’s community and home from the very beginning. My younger brother, Ted and I have grown up so much since we started, and now our family loves being part of this town and giving back to our neighbors. During Christmas time, our kids played holiday songs in a mini-orchestra. It’s moments like this that makes Swiches more than just a place to eat; it’s also a place filled with warmth, joy, and a sense of belonging.

We want to thank you for your continued support. If you haven’t visited us yet, we invite you to stop by and experience Swiches Coffee & Donuts for yourself. We promise, you won’t be disappointed! We’re open Monday through Friday from 4:50 AM to 5:00 PM, and on weekends from 5:00 AM to 4:00 PM.

And last, but not least, I’d like to give a shout-out to all the small business owners like myself: stay strong and keep prospering.