The festivities, running through October 18, center on the "Birthday Bullseye," a vibrant, sprinkle-filled iteration of the brand’s classic strawberry treat. This limited-time offering anchors the 1936 Shipley Favorites Box, which bundles the new product alongside mainstays like Bavarian cream-filled and cherry-iced donuts. Beyond new menu items, the company is rolling out a series of promotional incentives, including a return of the popular donut-and-kolache "Duo Deal" and a mid-September promotion offering individual glazed donuts for 90 cents.

CEO Flynn Dekker frames the milestone as a tribute to the customer loyalty that has sustained the business since its inception. While the operation has scaled to nearly 400 locations, the core product remains the signature hexagon-cut donut, still produced daily using the original methods. The promotion concludes with a loyalty point bonus, intended to reward the daily regulars who have kept the chain a fixture of the American breakfast landscape for generations.