Japanese chef Ryouta Hirako is about to conquer Manhattan with his “I’m donut?” donut concept store opening in Times Square. An innovator in the world of pastry, Chef Ryouta promises to redefine the donut experience for locals and visitors alike. His six “I’m donut?” donut shops in Japan already have a loyal following – long lines are common at the stores, with customers waiting for hours and donuts selling out in a day. Chef Ryouta has also expanded the brand’s lineup with ten new bakery stores, each known for surprising and original pastry concepts.
Fluffy, soft, and melt-in-your-mouth raw donuts are I’m donut ?’s signature product, and can’t be found anywhere else in the United States. The word “raw” describes the donut’s characteristic light, soft texture. The brioche dough is meticulously handcrafted, using a blend of premium ingredients from an exclusive recipe. The Times Square menu will offer a range of sweet and savory flavors that equally challenge the conventions of traditional pastries.
I’m donut? Times Square will feature a variety of flavors, including the I’m donut? Original, Matcha Chocolate, and cream donuts, such as the Custard, Matcha, Peanut Butter & Jam, and Sake. In addition, a vegan donut collection will be available exclusively in New York, with flavors including Pistachio White Chocolate, Strawberry Chocolate, and Frosted.
I’m donut? will also feature a variety of savory treats, including Scrambled Eggs, Sausage Rolls, and Ginger Teriyaki Chicken, the latter featuring a ground chicken patty, homemade ginger teriyaki sauce, and fresh lettuce. The New York BLT reimagines the popular sandwich with small-batch local smoked bacon, vine-ripened tomatoes, lettuce, and organic eggs, all served on a frosted donut bun.
Hojicha and ceremonial-grade matcha, blended with the finest tea leaves from Uji, Japan, will also be available.
The brand name, “I’m donut?”, jokingly challenges our perception of donuts and pays tribute to the chef’s surprising creativity. The question mark further symbolizes the intriguing and surprising nature of donuts.
“When I saw people’s excitement and reactions when they tasted my donuts for the first time, I knew my creations were special,” said Chef Ryouta in a statement. “Surprise, sometimes confusion, sometimes joy and smiles. Then people would try to describe the new taste. I decided to share these donuts with people all over the world. People all over the world know about Times Square – this became my dream.”
I’m donut uses natural, high-quality ingredients from local and Japanese sources. Exclusive secret dough and ingredients are handmade on site daily to ensure the quality and unforgettable taste of the donuts.
The interior design of the store reflects Chef Ryouta’s personal philosophy, paying tribute to the Japanese style of sophistication and understated style. The centerpiece of the I’m donut ? minimalist space is a six-ton granite boulder from upstate New York, which has been transformed into a communal standing table. Two additional boulders from the same quarry form the service counter and back-of-store pantry, where hand-mixed matcha drinks are served. This clever nod to Japanese rock gardens offers a respite from the hustle and bustle of the city.
The multi-level open kitchen turns the art of pastry making into a live performance. Playful pink glass and flexible theatrical lighting add to the tribute. Overhead translucent panels and exposed wood beams evoke traditional shoji screens. At the front of the store, an oversized, illuminated block print of the iconic “I’m donut?” sign completes the space. The Times Square location is the first “I’m donut?” store outside of Japan.
I’m Donut? Times Square is located at 154 West 45th Street (between 6th and 7th Avenues), New York, NY 10036.
Hours of operation are Wednesday through Sunday, 10am to 4pm.
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