I’m Donut? Bakery From Japan Opens in Times Square

I’m donut? It’s the existential question a new bakery from Japan posits at its first American location, that landed in Times Square this week.

Pristine and minimalist like an Apple Store, I’m donut? features a sea of doughnuts, merch, the open kitchen — and a line already brewing. The 5,725-square-foot bakery at 154 W. 45th Street between Sixth and Seventh Avenues, is the tenth spot from Ryouta Hirako, and one of five I’m donut? locations. This is the first international I’m donut? outside of Japan.

New York is arguably a doughnut city and has plenty of places to get them: But I’m donut? separates itself by using pumpkin in a brioche dough that lends a soft, fluffy, and slightly moist texture. The bakery claims that their newcomer doughnuts “challenge classic pastry conventions.”

The flavors at I’m donut? aren’t quite as out there as the anchovy and olive options abroad. This I’m donut? includes a trio of “nama” (fresh) signature flavors in original, chocolate, and macha ($4 to $5). There are a few NYC-only options like PB&J, caramel espresso cream, and sake cream ($7 to $11). Savory ones present as sandwiches like chicken ginger teriyaki ($12) and NY BLT ($13). The scrambled egg donut ($9) comes with honey and tomato mayo. There’s also a vegan selection (glazed, strawberry chocolate, and pistachio white chocolate $5 to $7).

As to what’s up with the name, a photo of Hirako on the website notes it’s “constantly questioning” and “creatively expanding the boundaries of traditional pastry.”

I’m donut? joins a fleet of options in the New York bakery renaissance. In the past few months alone Birdee, Hani’s, and Elbow Bakery opened, while Radio Bakery rolled out a second location. In Times Square, doughnut shops are mostly of the chain or bodega cart variety.

Across the city, doughnut shops include Donut Pub rooted in the city for decades, and places like Dough expanding and retracting. Even restaurants are making doughnuts, including places like Wildair’s former doughnut pop-ups.

I’m donut? isn’t your typical bakery setup, with doughnut flavors aligned like jewels on a six-ton granite boulder from upstate New York in front of an open kitchen. It’s reminiscent of the set-up at Supermoon Bakehouse on the Lower East Side, which displays doughnuts like a department store. Two other boulders from the same upstate quarry form the service counter and rear tea station, where matcha drinks are prepared.

I’m donut?

“Surprise, sometimes confusion, happiness and smiles,” is how Hirako describes people’s first reaction to his doughnuts in a statement. “I decided that I wanted to share these donuts with people everywhere.”

I’m donut?

For now, the hours are 10 a.m. to 4 p.m., Wednesday to Sunday. The Japan locations feature a late-night option. Look to the website or Instagram for updates.

I’m donut?