Very overrated. The donuts have a unique texture of mochi x brioche, but definitely nowhere near warrants many hours of lines from what I hear. I fortunately waited 5 minutes tops when I came late afternoon Sunday, but there are brief spikes of queues at certain points of the day, so it really depends on how many people show up at any point given its proximity to Times Square I got the original, matcha, and scrambled egg. I liked the experience of trying the original, and the matcha without anything is similar texture to the original but with a good matcha flavor. The scrambled egg one is savory but still tasted sweet inside which felt a bit off, and the ketchup aioli merely added the small savory bit to the donut. It's still a donut after all. I wouldn't justify paying $10-13 for the fancier donuts but if the wait is not too long, I may reconsider the original one at $4 but it's still pretty steep. Very very limited indoor standing area to eat so you'll probably need to take it out to eat at substandard conditions. No utensils available so you have to eat it by hand read more

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3.5 Got me curious after seeing other posts. Near busy Times Square area so very accessible by public transportation. An employee was managing the people traffic inside so we were asked to wait outside, but not too long. He was very pleasant. The store had clean decor, We joined a line inside, and given an order form (indicated the # of each item we wanted). Handed the form to the cashier, paid and waited. So many employees behind the counter, but mostly no smiles; one of them had a dirty apron. Our order was nicely packaged and bagged. I prefer filled donuts ($7-$11 each, not cheap!) so got the custard and sake cream. I do like the texture of the donuts and they're not too sweet. Sake cream flavor was ok, different but not wowed and at the price of $10. Could go for custard again but at $7, I prob won't be returning as often. No seating. No restrooms. read more

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I've seen crazy lines for this place online but then almost walked past it without even realizing! I happened to be in the area on a random Monday afternoon and there was no line so it was meant to be. The ordering process was super smooth as they direct you to a table where you can review a paper menu and check off what you want before having to order at the counter. It's a nice touch because it is a pretty involved menu so you get some time to look it over in advance without feeling pressured. Also, the staff member who was at the door greeting people was so nice and really made it a fun experience so kudos to him! I went with the classic/plain donut for $4, which is probably the smallest order they had while I was there - the woman before me order over $100 worth of donuts! The donut was definitely light and fluffy and melted in my mouth as advertised. It was pretty good all in all and I'm bummed I didn't try some of the other flavors or one of the savory options that intrigued me. read more

I'm donut ? - Donuts Near Me - New York, New York

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Stumbled upon this cute little place after catching a broadway show. Great to satisfy a late night sweet tooth. We had the original and also the seasonal raspberry cream flavor. Both were great but I especially liked the original--had a very nice fluffy chew to it and felt extremely light! read more

I'm donut ? - Donuts Near Me - New York, New York

These donuts are super fresh and have just the right ingredients to make them not too heavy. We had the matcha cream and chocolate shell. Both were AMAZING! The people behind the counter were very friendly and the ambiance was nice! We will definitely be back! read more

I'm donut ? - Choco Shell - Donuts Near Me - New York, New York

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I had these donuts in Japan last summer and I've been dreaming about them ever since. Imagine my surprise when we decide to go to NYC this summer and find out they opened their first US flagship store in NYC!!!!!! We went after dinner and there was no line. Although we didn't have to wait, there were several flavors that sold out. I love these because they're not like American donuts...not too sweet and super light and fluffy. I didn't know donuts could be like this!! We got a bunch of flavors: including the original, strawberry, two kinds of chocolate and the lemon one which ended up being my favorite. YUM. Hopefully they eventually open up on the west coast...I'm ready! read more

We got set #1 for $33. In short, the texture is fluffy and complex, but barely sweet. I actually would prefer sweeter donuts. Their vegan donuts were decent though - they taste like mochi donuts. I actually liked them more than the matcha donuts, which was too dry almost. For the price, I don't think this place is worth it and personally, doesn't fit my flavor profile. read more

I'm donut ? - Set 1 - Donuts Near Me - New York, New York

Place was cute and unique however they are a bit on the pricey side and something I'd only get once. However the ones we had were amazing! The cream one was super good as well as the basic chocolate one! My friends liked it, however it's just lot something I'd pay that much for personally! Still give them a try! read more

I'm donut ? - Donuts - Donuts Near Me - New York, New York

It was a busy day in Times Square on the Saturday afternoon that I decided to go, so I was really worried that there would be a crazy line. Thankfully, there wasn't a line at all so we were able to be order right away! We got the pumpkin cheesecake, scrambled eggs, choco shell, caramel espresso cream, and the glazed. We've been to the I'm donut ? in Japan, and I honestly wasn't impressed with the nama donuts. But for some reason, the donuts were much better here! Five donuts were a lot for two people, but they were so light and airy, I really felt like I could eat so many without getting full. I was afraid the caramel espresso cream was going to be really sweet, but it actually was quite bitter. The glazed donut doesn't look like much, but it's one of my favorites. My absolute favorite has to be the choco shell though. I'm definitely going back to get this one again since it's a limited time flavor. The only complaint I have for this place is that there's no place to sit. It's very small inside, so you either have to eat standing by the door or take it to go. It'd be way nicer if they had a couple tables, so we can chill for a little before heading back out into Times Square. read more

I'm donut ? - Donuts Near Me - New York, New York

Never again!!! The lady at the door was very rude to me when I walked in. She handed me the menu and a pen and gave me instructions. But when I told her that I just wanted to buy 1 donut and she asked me "why?". It's was rude, not needed and condescending. The whole staff was hostile. The donut ($5) was too oily. read more

I'm donut ? - Donuts Near Me - New York, New York

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Great donuts, well organized service, I think I found my donut spot bye bye Krispy Kreme. Just missing to work on more happy ambiance. Well done. I see this big chain of stores. read more

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Walked up and there was a whole line and operation happening outside. They had a process and got the line moving quickly, so that was helpful---I always feel that it's a little OD to stand in line for food. The aesthetic is very minimalist but their branding overall is standout. Reminds you of a Crumble cookie with the open concept showing the mechanical kitchen operations. They have other items like tote bags and water bottles with their logo for sale as well. On to donuts, their signatures are definitely an elite texture and not too sweet (which was appreciated). With that, I got the sense that I was just eating fried bread, and it just didn't seem worth the calories to me. I tried the vegan glazed, which has a nice sweetness to it, but the texture was pretty awful. It was gummy and bland tasting under the glaze. The custard inside the filled donut was also not my favorite. Can't say that these measure up to other donuts I've had, but I would come again to try their drinks and see of other flavors change my mind because the texture is a highlight. read more

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I wasn't too impressed. I was expecting a bigger selection to choose from, so that was a bit disappointing. I tried a donut and it was just okay--nothing that really stood out. I also had the white hot chocolate, and honestly, it's not something I'd order again. Overall, it wasn't terrible, but not a place I would come back to. read more

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Finally got to visit this cute little spot many months after their opening! Popped by around 2 PM on a Friday, and the staff were super friendly, waiting outside to hand over orders. It's a pickup-only joint with no seating area, so plan accordingly. Ordered the Classic, Strawberry, Teriyaki Chicken, and Custard Cream. The donuts were soft, sweet but not overpowering like typical American donuts. The Teriyaki Chicken had a unique Asian-inspired taste, blending savory and salty flavors--yummy! Overall, pretty good! Not worth waiting in a long line for, but I'd definitely grab some again if there's no wait. read more

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I'm not even a big donut person but I was so hyped to hear about this location opening. Becoming a viral sensation in Japan before just recently opening up their Times Square location. I was actually in the neighborhood and made a visit around 7pm, an hour before closing. There was no wait but it was still really confusing. I was given a clipboard and then asked to go to a different spot to wait in line for my order. Afterwards I then handed my order and waited. On to the donuts, they're phenomenal. I'm glad I had no real wait, and they're so fluffy. The texture is so light and chewy. We tried the original chocolate and the espresso cream. I loved the chocolate donut and think the espresso one was too similar to the chocolate and wished we had chosen differently. The custard in espresso is really nice and smooth. read more

I'm donut ? - Donuts Near Me - New York, New York

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In Donut? was brought overseas from Japan, making the NYC location the first one in the states. Since it is a new spot, expect a wait, we lined up 15 minutes before opening. In total I believe we waited 45-60 minutes total, while being the 10-12th party in line. It is a open kitchen so you can see everything being made. All drinks take a while, whereas the donuts are fast. There are a lot of interesting flavors for the donuts, but each donut starts at $6. The donuts are dense and not airy like regular donuts. They are interesting to try but not something I would get again. read more

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after our broadway show, we decided to get a small dessert and chose im donut? In times square! i know this place is big in japan and i always see ppl lined up at opening whenever i find myself in harajuku lol. we also went closer to their closing time, i think maybe 20 min before they closed? so i wasnt expecting much esp since we went at the end of the day. the donut itself was chewy and not too sweet! my favorite kind of dessert. the matcha flavor was subtle but there. i reallllly liked how it wasnt that sweet. like not overwhelmingly sweet like a typical donut. also it had some more bite and structure compared to a regular krispy kreme donut. i would try it again! most of the flavors were sold out when we got there, granted it was closing time, but would love to try out some more flavors! prolly wouldnt want to wait in line for this tho... but idk if having it more fresh means its more tasty??? the worker was really really friendly and super nice! i was a little shocked at how at ease he made us feel. 10/10 on service! the inside is very clean, minimalist, and artsy. def feels like museum curated vibes read more

I'm donut ? - matcha donut - Donuts Near Me - New York, New York

The hype around I'm Donut? seems to have cooled off, and with the long lines gone, it's finally a good time to give this Japanese bakery a try without waiting an eternity. Overall, I felt the donuts were only OK and quite overpriced. ORIGINAL - Light, fluffy, and moist. This was a great display of signature melt-in-your-mouth nama donut of I'm donut. CUSTARD - The center is filled with a soft custard cream, which was well done, but nothing special. SAKE CREAM - The center is filled with dry junmai sake and chantilly cream. This was just sweet enough without being overwhelming and the sake aroma is very light. I enjoyed this because it was quite unique. SCRAMBLED EGGS - I had to try one of the flavors unique to New York so I chose this one. This was a scrambled egg filling with honey and house tomato mayo. The first bite threw me off with the big punch of ketchup followed by a weird texture of eggs. I was not a fan, but my SO enjoyed this. read more

I'm donut ? - Custard, Sake Cream, Scrambled Eggs, and Original - Donuts Near Me - New York, New York

I have been here a few times. Some times there is a line, sometimes not. I have a feeling if you go when they open, there will be a line. If you go in the afternoon, I have never had to wait in line. Basically you go in and are directed to a large table (rock in the middle of the room). You get a piece of paper and then check off what you would like to order. Then you talk to your donut consultant and pay. Try the original donut - very soft. The espresso donut was actually very good. The chocolate donut had great genuine chocolate flavor. I got the matcha donut recently and it was a little dry. The ones with filling are great, but it is a lot of filling. The special ones- Sakura Raspberry Cream and Tangerine Royal Milk Tea were really good. I personally like the Sakura more. read more

Not worth the hype. Got the original and the matcha. I don't see this place lasting long read more

I'm donut ? - Matcha and original - Donuts Near Me - New York, New York

This is definitely a take out spot. I was super excited to come here since I didn't get to go in Japan! There was no wait since I think the hype died down. I enjoyed all of the donuts but the cream filled ones are way overpriced for what they are. If I had to come back I'd get the simple original ones. read more

I'm donut ? - Original, PB&J, matcha cream - Donuts Near Me - New York, New York

I had got a cream filled donut. It was ok but I would not go there again. The donut part was good and soft. But the cream was vanilla ish flavor. It was really fluffy custard. Not sure I'd call it custard. Kinda like a foam custard. read more

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Walked by around 2pm on a weekday and I was surprised to see that there wasn't any line! The staff were super friendly and helpful-- I had a hard time choosing between several donuts, and they gave great recommendations. Ambiance is very cutesy Japanese-cafe style vibes. Take out only. - Coffee cream donut: 9.5/10 (good donut with a slightly bitter coffee-taste cream inside. Donut texture was pillowy soft. Would I wait in line for 1-2 hours for this? No. Would I grab one when I'm in the area? Maybe.) read more

I'm donut ? - Donuts - Donuts Near Me - New York, New York

I felt like this donut shop is the hype. The donuts taste very ordinary for me. Location: It is located in timesquare. It was famous because of reels and tiktok. Service: not much interaction, just pay and go. Food: so we bought the signature ones which is original, chocolate and matcha. Yes the dough is soft but I felt like it's just a powdered donut but nothing else. There is not much flavor with the powder. Price rating: 10/10. It was expensive. $6 for a powdered donut. I cant. Maybe I should get the cream next time if I ever came across this store. I'd rather buy krispy kreme or dough. read more

I'm donut ? - Donuts Near Me - New York, New York

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Have been really wanting to try this spot since they opened, but unfortunately for me it doesn't live up to the hype :( Came on a weeknight and there was no line (hooray!) but they were also out of the classic Nama donut (boo!). I ended up getting the Custard Nama so I can try the classic Nama, and the Glazed Ring Donut. You order on the clipboard and hand it to the cashier who preps your order. It seems pretty efficient, especially if it's really busy. Their marketing and branding is also super cute and aesthetic. Okay for the donuts- the dough itself is slightly chewy (almost mochi-like) but airy. It's interesting! Definitely different from a classic donut. The custard in the Nama was very tasty. The Glazed ring donut was superrrrr sweet, which is surprising for an Asian dessert spot. Overall I was a bit disappointed, but I'm glad I tried this spot out. read more

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My sister told me she had wanted to check this place out but every time she passed by, there was a massive line. Since we were in the area, we decided to swing by to check it out, and there was no line on a Sunday at around 4 PM. I tried the soft matcha nama donut. The donut was really soft and fresh but was it worth $6? I don't know. It's pricey for a donut. I had originally wanted to try the matcha cream but I just couldn't justify spending $11 on a donut. It was nice for a one-time experience, just to try but not something I would get often. read more

I'm donut ? - Matcha donut - Donuts Near Me - New York, New York

Came here around 6 PM on a Wednesday and there was no like and maybe 5 groups inside deciding what to order. There was a worker outside the door handing out clipboards, which I quickly read and opted for one matcha as I had just had dinner. The person at the ordering table area noticed I was done and called me up, made some markings for ordering ease, and then I got in line to give it to the cashier. Because I only ordered one donut, I got it immediately, otherwise they have you stand to the side to get your order prepped in these very well organized boxes. The matcha was good--strong flavor, lightly sweetened, and a good light texture of donut. I will definitely be interested in coming back and trying their a cream filled donut and some other flavors! read more

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I came in a little over an hour before closing and was disappointed to find that only a one menu item was available. Their website says they now have late hours, but it doesn't make much sense if there's only one item in stock that late. The shop: Super cute! I loved the display of all their donuts, and they also had lots of souvenirs and trinkets for sale. The food: Unfortunately, I was really let down. The Sausage in a Blanket donut I ordered was served cold, which took away from the overall flavor. I'm pretty sure it would have been delicious if it had been warmed up. The service: The staff were wonderful--super friendly, welcoming, and helpful in explaining the ordering process. I was bummed that I didn't get to try their full selection of donuts, but I really appreciated how nice everyone was. read more

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I came across this place on Sunday and it was BUSY, but I will say that they had a good system going with keeping everything flowing. I like that they have you fill out a form for what you want so you don't have to stand there, hold up the line and just say "Uhhhhhhh" when it is your turn. I ordered the Custard filled Original, the 'I'm Donut' original, PB&J, Strawberry Chocolate, Zaku-Zaku and Scrambled Eggs which was the original nama donut, with organic scrambled egg filling, honey and house tomato mayo. It was all delicious! They were not too sweet, just right. They were soft and fluffy, not stale whatsoever. They were so pretty as well. The place looked super clean and the staff was fast and friendly. They are expensive. I spent about $45ish and please note these donuts are on the small side. I wouldn't come here every time since it is expensive but I would definitely like to come back again to try some special flavors. read more

The name alone--I'm Donut?--sounds like something René Descartes might have muttered if he'd wandered into Times Square instead of a 17th-century study. I think, therefore I donut. The question mark is fitting, because this place immediately asks you to reconsider what a donut can be. This is the first international location of the popular Japanese shop, and its defining feature is the dough: a brioche base blended with kabocha squash. The result is paradoxical in the best way--dense yet airy, rich but not cloying, mildly sweet with a subtly earthy finish that lingers longer than expected. The setting mirrors the concept. Located near the heart of Times Square, the space feels more like an Apple Store than a bakery: clean lines, minimalist design, and clipboard-based ordering at the counters. Depending on when you visit, you'll either breeze right in or find yourself standing in a long line, existentially contemplating whether any donut is truly worth the wait. The flavor lineup is expansive. Traditional options like chocolate, strawberry, and matcha anchor the menu, while American-leaning creations--caramel with espresso cream and PB&J--add familiarity. Seasonal offerings such as apple pie, pumpkin cheesecake, and yuzu champagne keep things fresh, and the savory donuts (scrambled egg, teriyaki chicken, BLT) blur the boundary between pastry and sandwich, looking more like refined mini sliders. None of this is inexpensive. A dozen donuts can approach $80, placing I'm Donut? squarely in luxury-treat territory. Thoughtfully prepared matcha and hojicha lattes help soften the blow and round out the experience. In the end, the philosophy here is simple: expect surprise, a touch of confusion, and ultimately joy. You may question the price, the process, or even the definition of a donut--but you'll likely leave smiling, which may be the most convincing argument of all. read more

Finally tried I'm Donut from Japan! So glad they made it to Times Square, even if their hours are a bit limiting. Luckily, the line wasn't bad when we went on a Saturday. What we got: -Signature Matcha (4/5): So moist and fluffy, and perfectly not too sweet. -Scrambled Egg (4/5): Really enjoyed this combo with the mayo. -Chicken Ginger Teriyaki (4/5): A great sweet and savory balance, with a well balanced ginger teriyaki sauce. read more

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These were the best donuts I've ever had. They were perfectly soft and insanely delicious. The service was fast, and they were friendly. I thought the bag they give you was super cute! I would definitely be back if I was in New York again :) read more

I first heard about I'm Donut? when I happened to walk past its long line of patrons in Tokyo. Being interested, I read up on the Japanese bakery and discovered great reviews of their nama (meaning fresh in Japanese) donuts made from handcrafted brioche dough. When I heard they had opened a store in Times Square, I made sure to visit during a family trip to New York City. Lucky for us, there was no line outside this shop. There was a worker that greeted us at the door and helped guide us through the ordering process. I tried the original signature nama donut and my family had the strawberry chocolate ring donuts and custard cream nama donut. I was a little worried that the donuts wouldn't live up to the hype, but thankfully there was no need to worry. The donuts, albeit pricey were very delicious. read more

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I came here for a quick snack and thought it was great! When you walk into the shop, you're given a piece of paper to place your order. It has pictures of each of their donuts, recommendations, and descriptions. Once you're done filling out the form, you go to the counter and place your order. Service here is quick and nice. There is also no sit-down, and it is a grab-and-go spot. They have a good variety of donuts, from their classic round ones, to creme-filled ones to savory ones. I got one from each category: their classic, their pistachio white chocolate, their sake creme, and their BLT. While all of the donuts weren't too sweet (compliment), I thought the creme one was a bit overwhelming (but I am also not the biggest creme fan). I loved their classic and would love to try their matcha classic. And, surprisingly, their BLT was also a favorite. The donuts were a bit smaller than I expected, but great quality. read more

I'm donut ? - Donuts Near Me - New York, New York

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Wow, this place is very organized and fancy! It is so famous and busy that there is a line with ushers guiding people in and out. I waited in a short line before going inside. There was a staff member with the menus where she guided people to circle on the item and the quantity that they want. I was like do they need to do that. I guess it is to help save time and be organized since there's a lot of customers. Anyways I got 1 of each of the signature and ring donuts. The signature ones are very light and fluffy. Not that much going on in them as the ring ones with a lot of taste and bits and pieces of the fruit and nut to go with them. The signature ones are like cinnamon dust without the cinnamon flavor. The ring ones got a lot of sweet glaze. Very sugary but pretty good though. I love the strawberry chocolate and pistachio white chocolate the most. I can taste the pieces of strawberries glazed onto the donut. Then you got pistachio nuts on the pistachio and it tastes so good. Must try for everyone. Will be coming back next time. I was also amazed at the large boulder when I got into the place. The boulder is so unique and big. But it is kind of weird because there's nothing on it. Also there are no chairs or dine in in the place. It's a takeout place. Hopefully they make it into a dine in place. They got nice merch tote bags but I find them somewhat costly and they got no zipper so I did not want them. read more

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I was in Time Square when I saw I'm donut ? and decided to give it a try since I've heard good things about it. I came on a Sunday at noon and there were only a few people ahead of me. To order, you grab a clip board and fill out what you want, then you hand your order form to an employee and they ask if you want your donuts in a sleeve for you to eat imminently or packaged to go. You then take your order sheet and hand it to the workers at the front counter and pay and wait for your donuts. We ended up going with the matcha cream donut, and the sausage in a blanket. The matcha cream donut was delicious. The matcha flavor was very prominent and not too sweet at all. The dough was also super light. My boyfriend wanted to try the sausage in a blanket, and he was disappointed because he assumed it was going to be warm, but it wasn't. The sausage had a good snap, but there was a filling that he wasn't the biggest fan of. Being in NY, the prices are expected to be inflated, but I don't think I'll be returning because I cannot justify paying $11+ for a single donut read more

I'm donut ? - Matcha cream donut and Sausage in a blanket - Donuts Near Me - New York, New York

A doughnut shop from Japan that finally arrived in the heart of New York City in Times Square! I came on a Saturday afternoon several weeks after its grand opening and there was no line. Upon walking in front of the store, the security opened the door and greeted me. He passed me a clipboard with a fill out paper with all their items on the menu. Usually, I'm not a doughnut person because it's fried, too sweet, and too hard but this place is one of those places that I don't mind trying and eating! They have a variety of flavors ranging from savory to sweet. Personally, I prefer the sweet ones but not too sweet! Several ones caught my eye including the strawberry chocolate hole one, pistachio white chocolate hole one, custard filled nama one, and the matcha cream nama one. The original nama is apparently what they're most popular for. My boyfriend and I checked off 1 pistachio white chocolate which is limited to New York City and 1 matcha cream nama. Then, we passed the paper to the cashier who quickly got our order ready in a box. She also asked if we wanted a bag. The place is spacious and simple. There were many employees and they were friendly for the most part. The pistachio white chocolate is nothing special. The texture reminded me of a mochi doughnut and the flavor wasn't that prominent. For $7, I think it's a bit overpriced. Then, the matcha cream nama doughnut is definitely more unique. The matcha flavor was strong but not overpoweringly bitter. The cream gave it's texture a nice balance. It's very good, but not sure if it's worth $11! Overall, pretty good doughnut place if you like doughnuts but for the price... I'd have to think about it before getting it again. read more

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We went here around 5pm, after our Broadway show and there was no wait. You come in, fill out your order on a paper clip, and bring it up to the counter to get your food so it was very easy to browse the menu. They had a good variety of donuts, normal, cream filled, and also savory ones. The price range from 4-11 dollars for the sweet donuts. Drinks (matcha, hojicha, both latte and tea only) are about $6-8. We got 3 donuts: plain, matcha cream filled, white chocolate pistachio donuts. They were amazing. The dough is very light, almost bready instead of dense like a traditional Krispy Kreme. The flavor really comes through, and they're not too sweet. read more

I'm donut ? - Donuts - Donuts Near Me - New York, New York

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I saw the limited edition flavors and I had to get it. The Sakura raspberry cream was my favorite. You can taste the raspberry and know right away that the cream was good. It's not too sweet. The tangerine milk tea was ok. Maybe I'm not fan of the combo but you can taste the milk tea in the cream. read more

I'm donut ? - Donuts Near Me - New York, New York

WOW!!! I thought this was gonna be mad overhyped but it was surprisingly good. Def diff from any donut I've ever had - so fluffy but also chewy texture. Matcha cream was great and it definitely wasn't too sweet. The acrambled egg was weird at first but after a bit it was so good w the powdered sugar on the donut. Hated the ketchup mayo on the top tho. Only things I didn't really like: there wasn't any space to eat inside and the price of the donuts is hefty. No line tho! read more

I'm donut ? - Inside - Donuts Near Me - New York, New York

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