Selling and marketing
Wholesale Donut Holes: Cost per Dozen and Margin (2026)
A cost-first way to price wholesale donut holes so a shop order pays you after dough, oil, labor, and packaging.
On this page
- What does a shop expect to pay for wholesale donut holes?
- Which costs go into your wholesale price?
- How do you set a case price that leaves a margin?
- How do you track and calculate each cost category?
- What is a realistic worked example with all costs?
- What mistakes cost you money on a wholesale order?
- How do you negotiate terms with a shop?
- What should you check before you say yes to a shop order?
Selling wholesale donut holes means quoting a case price to a shop that will resell them. You are not selling one at a time at a market table. Your number has to work for the shop and still pay you after every cost.
What to remember
- Cost one dozen before you quote a case.
- Your wholesale price must sit below the shop’s retail price.
- Labor and packaging are part of the cost, not extra.
- A shop order that loses money is not a sale.
What does a shop expect to pay for wholesale donut holes?
A shop will compare your price to what it can sell a dozen for. Retail donut prices range from $0.89 to $3.50 each, and dozens typically sell for $13.95 to $30 or more, according to a wholesale pricing guide. Your wholesale price has to leave room for the shop’s own margin.
Donut hole prices also vary by size, quantity, and where they are purchased, according to a donut hole cost guide. That means a shop in a high rent area may pay more than a shop in a small town. Ask what the shop sells a dozen for before you name your price.
Which costs go into your wholesale price?
The main cost drivers for donut holes are dough, frying oil, labor, packaging, and regional pricing differences, according to the same donut hole cost guide. You have to add all of them before you set a case price. Miss one and your margin disappears.
Dough and oil are the ingredients you can measure. Labor is your time, even if you do not pay yourself yet. Packaging is the box, bag, or tray the shop needs. Overhead is a share of your kitchen power, delivery, and phone. Add them per dozen, not per case.
How do you set a case price that leaves a margin?
Start with one dozen. Add your dough, oil, labor, packaging, and overhead. That total is your floor. Your wholesale price has to sit above the floor and below the shop’s retail price. The gap between your price and your cost is your margin.
Cost one dozen
Add dough, frying oil, labor, and packaging for a single dozen.
Add overhead
Include a share of your kitchen power, delivery, and your time.
Set your wholesale price
It must sit below the retail dozen price and above your total cost.
Check the margin
Subtract total cost from wholesale price. If the number is too small, change the batch size or packaging.
For example, say your dough and frying oil cost $3.00 per dozen, your labor is $3.50, your packaging is $1.00, and your overhead share is $0.50. That is $8.00 total cost per dozen. If you quote a shop $11.00 per dozen, your margin is $3.00. The shop then sells that dozen at $13.95, the low end of the retail range, and keeps $2.95 before its own costs.
How do you track and calculate each cost category?
You need a system to track each cost before you quote. Start with a spreadsheet or a pricing tool. Measure your dough by weight and cost per pound. Track oil absorption per batch. Record your active minutes for mixing, frying, and packing.
Labor is not just the minutes your hands are busy. It includes the time you spend cleaning the fryer and packing the case. Packaging cost is the box, liner, and any labels. Overhead is a fixed percentage of your monthly bills divided by your dozen output.
What is a realistic worked example with all costs?
A detailed example shows how each cost adds up. Assume you make a batch yielding 10 dozen. Your ingredients for dough cost $12.00 total. Oil absorption for the batch adds $4.00. Your total ingredient cost is $16.00, or $1.60 per dozen.
Labor for the batch is 90 minutes at a rate of $20 per hour, which is $30.00. That is $3.00 per dozen. Packaging is a box and liner costing $0.80 per dozen. Overhead, including gas and power, is $0.60 per dozen. Your total cost per dozen is $6.00.
You quote a wholesale price of $9.50 per dozen. Your margin is $3.50 per dozen. The shop retails them at $14.95. This leaves the shop a $5.45 gross margin before its costs. Your case of 10 dozen earns you a $35.00 margin after all costs are paid.
What mistakes cost you money on a wholesale order?
The first mistake is quoting before you cost the oil. The second is forgetting your own labor. The third is copying a retail price and calling it wholesale. A shop cannot pay you retail and still make money.
Another mistake is skipping packaging. A box that crushes donut holes costs you a repeat order. Price the box into your wholesale cost before you agree. If you need a starting point, read donut bags wholesale and what a shop pays per dozen.
How do you negotiate terms with a shop?
A wholesale deal has terms beyond price. Agree on a delivery window, not just a day. Specify who supplies the packaging if the shop wants a custom box. Set a payment due date, like net 15 days. Put all terms in a simple written agreement.
Be ready to explain your price. Show how your cost builds from ingredients to overhead. A shop that understands your margin is more likely to agree. If they push for a lower price, ask for a larger case order or a longer contract.
What should you check before you say yes to a shop order?
Check the count per case, the delivery day, and who pays for packaging. Check that the shop knows your wholesale price is not its retail price. Check your state rules for selling wholesale. Then write the order down.
If you are still setting your first price, read how much to sell donut holes for and donut wholesale price. For the full set of selling guides, see the selling guides hub.
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Common questions
How many donut holes are in a wholesale dozen?
A dozen is twelve, but confirm the count with the shop. Some shops order by the case and expect a specific number of dozens per case. Put the count in writing before you bake. That avoids a short order and a difficult conversation.
Should I charge the same wholesale price to every shop?
No. Your price should cover your costs and your margin. A shop that orders a larger case or accepts a simpler packaging may get a lower price. A small first order may need a higher price per dozen. Write your price list down so you are consistent.
What if the shop wants a price below my cost?
Say no. A wholesale order that loses money is not a sale. You can offer a smaller count per case, a simpler topping, or a different delivery day. If the shop still wants a price below your total cost, walk away. Your margin has to survive the order.
Do I need a business license to sell wholesale donut holes?
Rules vary by state and by what the shop requires. Check your state cottage food rules and ask the shop what paperwork it needs. This guide is not legal advice. Confirm your permits before you quote a wholesale price.
How do I deliver wholesale donut holes without crushing them?
Use a box or tray that holds the count without stacking heavy items on top. Confirm the delivery time with the shop. A crushed case is a lost sale and a wasted batch. Price the packaging into your wholesale cost before you agree.
Sources
General information, not legal or tax advice.