The owners of a new doughnut shop in Hitchin are "devastated" after being forced to delay the grand opening.

Say Doughnuts was set to welcome customers to 38 Churchyard for the first time tomorrow (August 22), having announced the opening date earlier this week.

But, a post on the store's Instagram page yesterday confirmed that due to "unforeseen circumstances and a missing piece of counter", the opening would be delayed to an unconfirmed date.

"We are absolutely devastated to share that due to unforeseen circumstances, our Hitchin store opening has been delayed. Sadly, we’ve received news this afternoon that the missing piece to our counter is not ready for us," the post read.

"We understand the disappointment and frustration this may cause and sincerely apologise for any inconvenience.

"We're working really hard to get this store open as soon as possible and will keep you updated on the new opening date.

"Thank you for your understanding and continued support."

Hungry customers will still be able to get some doughnuts though, with a post adding: "We do not want to leave you waiting any longer, so will be running pop ups all week out the front of our store, ensuring you can still get your hands on our goods.

"We are beyond frustrated and understand that you guys will be too and we still hope to see some of your gorgeous faces, but for now, we will wait to announce the official opening of our doors."

Set up and run by Aaron Shade and Sarah Ball, the business already has stores in Bedford and Berkhamsted, and started thanks to a passion for doughnuts.

"Our story began with a love for fantastic food and a simple desire to whip up incredible doughnuts for our family and friends," the Say Doughnuts website reads.