You no longer have to trek out to Bed-Stuy to get your hands on a freshly baked Dough doughnut: Dough (14 West 19th Street, 212-243-6844) opened its second location in the Flatiron district today, and it’s celebrating with free doughnuts until 6 p.m. — which means lines are currently stretching halfway down the block.
Crowds have been gathering outside the shop since 6 a.m. to get their hands on one of the rounds; once they make it through the door, they’re greeted by partner Steve Klein.
“They’ve been here all day, since we opened,” says Klein. “The line is getting longer and longer.”
It still might be worth queuing, though: At around 12:30 p.m., the wait was about 10 to 15 minutes per person. Not bad, when you consider the Cronut sometimes commands an hours-long wait, and you’re not even guaranteed to walk away with a treat in the end.
Created by pastry chef and partner Fanny Gerson, Dough serves lofty yeast-risen doughnuts that are visually appealing and creatively flavored. The hibiscus is blanketed in a bright magenta glaze, and sprinkled with flowers across the top. Passionfruit mimics the interior of the tart fruit with a yolk-colored glaze dotted with mahogany cocoa nibs. The dulce de leche, topped with slivered almonds, is a favorite. The doughnuts regularly sell for $2.75 each.
Dough offers its products in Whole Foods and somewhere between 100 and 150 coffee shops around the city, and it is in the midst of an expansion. It plans to open three more shops in Manhattan over the next year or so, including a Times Square location slated to open in the next two to three months.
“It’s a different doughnut that people have never had,” says Klein. “It’s unique, and you can’t find these flavors anywhere on the planet.”
So get in line, and get your free afternoon snack.
Follow Sara Ventiera on Twitter, @saraventiera.