Retail Food Group’s Donut King celebrated National Donut Day by giving away more than 44,000 donuts on 2 June.

Participating stores across the country offered one free hot cinnamon donut per customer.

The brand ramped up its marketing for the day, hosting a celebratory event with Australian singer Thelma Plum and a number of influencers in attendance.

Donut King marketing manager Raquel Hine said “There is something so nostalgic about a fresh, hot cinnamon donut. They are made fresh to order instore, rolled in a sweet cinnamon sugar coating and served piping hot.”

Donut King stores make one cinnamon donut about every 6.6 seconds. The classic donut has been on the brand’s menu for more than 40 years.

This story was originally published on Franchise Executives.