What role does Guy Fieri play in the King’s Hawaiian empire? Sit back and grab a couple
of sweet rolls, because we’re about to reveal that and more!
The flavor and texture of King's Hawaiian sweet rolls have delighted American tastebuds
for years. The unmistakable sweet, soft, fluffy bread is synonymous with the company that
many of us recognize in the grocery aisle whenever we see the orange and white logo
in the shape of a crown.
The company is best known for its sweet Hawaiian rolls. Tourists used to purchase the bread
as souvenirs on their trips to the islands, but now anyone can grab a taste at their local
store. The King's Hawaiian spin on classic Portuguese sweet bread propelled the brand's
success in the mainland United States when they introduced it to many Americans for the
first time. While this classic combo of flavors has found audiences far and wide, there's
more to this company than meets the eye.
The story of King's Hawaiian follows the family-run business from its humble beginnings all the
way to the national powerhouse that it is today. In 1950, the first business, called
Robert's Bakery, was opened in Hilo, Hawaii by founder Robert R. Taira after he studied
baking and graduated at the top of his class.
According to the Daily Breeze, Taira was first interested in opening a bakery in post-war
Japan but was unable to obtain permission to do so. Instead, he started cooking in Hawaii,
specializing in pao doce, or Portuguese sweet bread. Taira perfected the recipe to extend
the bread's shelf life, settling on a round loaf shape and reaching the perfect baking
method by 1958. The Hilo shop expanded, and in 1963, it moved to King Street in Honolulu
under the name King's Bakery.
Named after the street where the bakery was located, King's Hawaiian Street Bread was
a main staple on the menu. As word spread about the business, Taira expanded the company
by opening a bakery and production facility in Torrance, California. The new location
opened in 1977 and officially adopted the name King's Hawaiian. Although the family-run
business has its roots firmly planted in Hawaii and continues to honor the area's legacy,
the King's Hawaiian products enjoyed on the mainland are not manufactured on the islands.
The bakery and production facility in Hawaii closed in 1992.
Currently, King's Hawaiian operates out of its headquarters in Torrance, California with
a 148,000-square foot production facility that opened in 2004. When the facility opened,
it tripled the production capability and allowed the company to continue expanding and supplying
the whole country with its rolls and sliced bread products. There is also an East Coast
production plant in Oakwood, Georgia that they began building in 2010.
Everyone knows that they can get King Hawaiian products at grocery stores, Costcos, and Walmarts
across the country. However, if you ever find yourself in California, you also can visit
two restaurants operated by King's Hawaiian. Both restaurants are located near the company's
main headquarters and production facility in Torrance, California.
The flagship eatery, called the King's Hawaiian Bakery and Restaurant, opened in 1988. It
offers authentic Hawaiian cuisine and classic American dishes to the community and has been
a South Bay staple since it opened its doors. Of course, the iconic King's Hawaiian sweet
bread rolls are for sale at the restaurant as well.
The Local Place, a second restaurant location, opened in 2001. It is also in Torrance but
is a bit more casual. The Local Place offers many of the same food and baked goods as the
main King's Hawaiian Bakery and Restaurant.
Not everyone knew the company owned two eateries, but that’s not the only surprising thing
about the famous bakery.
When you think of King's Hawaiian, a lot of things come to mind, like Hawaiian culture
or delicious baked goods. Now, you can add Guy Fieri to the list. King's Hawaiian has
recently paired up with the host of Diners, Drive-Ins and Dives to promote their sweetbread
rolls in a major marketing campaign. This partnership marked the first omnichannel marketing
strategy with a celebrity spokesperson featuring King's Hawaiian and is a multi-million dollar
effort to promote their products.
While Guy Fieri might not seem like an obvious choice, King's Hawaiian felt like it was a
good match. As their Chief Marketing Officer said,
"Guy not only has an eye for great food and a love for sharing it, like King's Hawaiian,
he also has a passion for giving back to those in need and embodying the Aloha Spirit, which
is consistent with who we are as a company."
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