Japanese chef Ryouta Hirako is set to captivate Manhattan with his I’m donut ? concept which opened in Times Square on April 22. Known as an innovator in pastry, Chef Ryouta promises to redefine the donut experience for locals and visitors alike. His six I’m donut ? locations in Japan have built a devoted, buzzy following – stores routinely draw hours-long lines and sell out daily. Chef Ryouta’s portfolio has expanded with ten additional bakeries, all with surprising and original pastry concepts.
Airy, melt-in-your-mouth nama donuts, unavailable anywhere else in the U.S., are signature creations at I’m donut ?. The term nama describes the donuts’ notably light and soft texture. Meticulously handcrafted brioche dough is made with a proprietary blend of premium ingredients. The Times Square menu will offer an array of sweet and savory flavors that similarly challenge classic pastry conventions.
Flavors at the Times Square location of I’m donut ? will include signatures like the I’m donut ? Original; Matcha and Chocolate; and cream donuts such as Custard, Matcha Cream, PB & J, and Sake Cream. A vegan donut selection will exclusively debut in New York with flavors spanning Pistachio White Chocolate, Strawberry Chocolate, and Glazed.
I’m donut ? will also highlight savory expressions including Scrambled Eggs; Sausage in a Blanket; and Chicken Ginger Teriyaki, which features a minced chicken patty, house-made ginger teriyaki sauce, and fresh lettuce. The NY BLT revisits the popular sandwich, and is crafted with local small-batch smoked bacon, vine ripe tomato, leaf lettuce and an organic egg, all on a glazed donut bun.
Also available will be hojicha and ceremonial-grade matcha, blended with the highest quality tea leaves from Uji, Japan.
The brand’s name “I’m donut ?” playfully questions our perception of what a donut can be, a nod to Chef’s delightfully surprising creations. The question mark further symbolizes the donuts’ intriguing and unexpected nature.
“When I began seeing people’s excitement and reactions to their first bite of one of my donuts, I knew I had something special,” says Chef Ryouta in a statement. “Surprise, sometimes confusion, happiness and smiles. People then try to describe this new taste. I decided that I wanted to share these donuts with people everywhere. Everyone in the world knows Times Square – this became my dream.”
I’m donut ? sources natural, high-quality ingredients locally and from Japan. The proprietary dough and toppings are handcrafted on-site daily, ensuring a premium, unforgettable donut.
The shop’s interior design reflects the personal vision of Chef Ryouta, honoring Japanese sensibilities of delicacy and modesty. The centerpiece of I’m donut ?’s minimalist space is a six-ton granite boulder from upstate New York, repurposed as a communal standing table. Two additional boulders sourced from the same quarry form the service counter and rear tea station, where hand-whisked matcha drinks are prepared. This subtle nod to a Japanese rock garden is a reprieve from the bustle of the city.
A multi-level, tiered open kitchen transforms the craft of pastry into a live performance. The tribute is further enhanced by playful pink-tinted glass and flexible stage lighting. Overhead, translucent panels and exposed wooden beams evoke the look of traditional shoji screens. Out front, an oversized version of the signature glowing, block-lettered I’m donut ? signage completes the storefront. The Times Square location marks the first I’m donut ? shop outside of Japan.
I’m donut ? times square is located at 154 West 45th Street (between Sixth and Seventh Avenues), NY, NY 10036.
Hours are 10 am – 4 pm, Wednesday-Sunday to start.
