Krispy Kreme unveils new Times Square flagship

Just like their doughnuts, Krispy Kreme says its new 24-hour Times Square flagship will be “fresh and one-of-a-kind.” Opening on September 15, the massive, immersive new shop will feature the world’s largest glaze waterfall, a doughnut-making theater, and the ability to produce 4,560 doughnuts an hour.

The 45,000-square-foot shop was supposed to open in May but was delayed due to the COVID pandemic. It will follow all health and safety regulations, including mask requirements, social distancing markers, remote queuing, and an online system to reserve a spot to visit. There will also be a 24-hour, street-side to-go window, which will alleviate some of the crowds inside, as will a “grab-and-go” counter offering coffee and pre-packed dozens.

In addition to its coffee menu and signature glazed donuts, the Times Square flagship will offer 16 varieties of doughnuts, including their exclusive Big Apple Doughnut, which comes in a special box. Inspired by the candy apples at Coney Island, it has a red delicious creme filling and is dipped in candied green apple icing with a royal icing leaf and a pretzel stick stem.

Guests can watch all of these doughnuts being made fresh 24 hours a day in the doughnut theater, where they’ll get a chance to see the two-foot glaze waterfall and the spiraling doughnut conveyor belt. They can also shop Times Square- and NYC-specific merchandise. This location will feature the largest hot light–which signals to customers that there are doughnuts hot out of the oven–of any Krispy Kreme location. It will be atop the store, always on, and measure 15 feet and 8,000 pounds.

By the end of the year, Kripsy Kreme will have eight locations across the city. Up until recently, their only NYC outpost was in Penn Station. This location opened in 2009 and was recently remodeled. They recently opened locations in the Financial District, on 37th Street and Sixth Avenue, and in Harlem. Locations are also planned for the Upper West Side and the Bronx.

The Times Square flagship is located at the corner of 48th Street and Broadway. Starting September 15, it will be open 24 hours a day and is expected to serve more customers than any other Krispy Kreme location in the world.

“We all need a little joy right now and with that, we welcome the Krispy Kreme flagship location to the heart of this great city. We’re thrilled for New Yorkers and visitors to enjoy the one-of-a-kind treats and the famous Hot Light experience,” said Tim Tompkins, President of the Times Square Alliance.

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All photos courtesy of Krispy Kreme