
Food creator and icon Raph Rashid (@raphrashid) is bringing four free custom doughnuts to Melbourne shopping centres this winter, with Greatest of the Mall returning from June 27 to July 12.
The annual event, created by Vicinity Centres and Melbourne Food & Wine, is back for its third year across The Glen, Bayside, Broadmeadows Central and Box Hill Central.
This year’s campaign sees Rashid, the Melbourne food personality behind Beatbox Burger, Taco Truck and All Day Donuts, create a custom doughnut for each centre in collaboration with a local Melbourne food creator.
Each doughnut has been inspired by the community and culture of its location, with flavours spanning milk tea, lamington, baklava cheesecake and matcha.
“Each centre has its own personality and honestly, its own flavour. I just had to find it and put it in a doughnut. Every recipe has been designed to reflect the character of its centre, resulting in flavours that are fun, unexpected and unlike anything you’d typically find in a doughnut cabinet,” said Rashid, who also goes by ‘Snacc Boss’.
The centre-inspired doughnuts are:
The Glen – Milk Tea Brûlée Donut, created with Alice Bennett of Miss Trixie Drinks Tea. Available Saturday, June 27 and Sunday, June 28.
Bayside – Pink Lamington, created with Dani Venn. Available Friday, July 3 and Saturday, July 4.
Broadmeadows Central – Baklava Cheesecake, created with Jonathan Williams of Dub Eats Everything. Available Thursday, July 9 and Friday, July 10.
Box Hill Central – Yuzu Glaze with Matcha Cream, created with Melbourne Foodie. Available Saturday, July 11 and Sunday, July 12.
Rashid will be on-site at each centre on selected dates for a three-hour activation from 11 am to 2 pm, giving away 600 doughnuts per day.
Shoppers will also be able to try their luck at the Snacc Spin Wheel to win centre gift cards and snack prizes.
Running alongside the activations, the Eat & Win competition will give shoppers across all four centres the chance to win one of five $500 centre gift cards at each centre. The competition runs from Wednesday, June 17 to Sunday, July 12.
“Our centres are home to some of Melbourne’s most exciting and diverse food experiences, and Greatest of the Mall is the perfect way to showcase them. We’re excited to see Melburnians come together this winter to enjoy some incredible doughnuts,” Amy Wotton, General Manager Brand & Marketing, said.
Greatest of the Mall began as a celebration of Melbourne mall culture and the food court dishes people grew up loving.
The 2026 edition builds on last year’s campaign, which saw Rashid and friends tour the four centres for a four-part content series, sourcing inspiration before creating a custom snack for each mall.
This year, that same idea has been turned into a full doughnut lineup, with each flavour tied to the centre it was created for.
“Thousands. Of. Free. Doughnuts. There’s four words that’ll bring joy to anyone in Melbourne this winter,” MFW creative director Pat Nourse said.
“Greatest of the Mall has been one of the most fun collaborations we’ve undertaken in recent times at MFW and now that we have the ultimate snacker, the Snacc Boss himself, Raph Rashid, training his attention on that most iconic of mall snacks (or snaccs, even), we’re taking it to an even more fun place. I can’t wait.”
Source: ID Collective
Find more food culture updates on Crumb Wire.