by NEW YORK CITY — If you thought you’d seen it all when it comes to donuts, a Times Square shop is proving otherwise. A Japanese bakery named I’m donut ? has taken social media by storm with its outrageous BLT and scrambled eggs donuts, combining the best of breakfast and dessert into one jaw-dropping creation.
The unique treats have become one of the Big Apple’s most talked-about food sensations, drawing massive crowds, TikTok buzz, and plenty of curious foodies eager to test the limits of sweet and savory.
A BLT Inside a Donut? Only in New York
The viral hit, officially named the NY BLT donut, features smoked bacon, an organic egg, lettuce, and tomato all stacked inside a fluffy, glazed donut for $13. It’s both indulgent and bizarre — a dish that seems impossible but somehow works.
Photos and videos of the donut quickly went viral online, with Instagram users praising the bold flavor mix. One fan wrote, “The sweet donut with the salty bacon and egg hit the spot — savory and sweet in every bite.” Another joked, “Only New York could make a salad illegal.”
The NY BLT joins a lineup of other inventive savory donuts, including Scrambled Eggs, Chicken Ginger Teriyaki, and Sausage in a Blanket — all available exclusively at the shop’s West 45th Street location in Times Square.
From Tokyo to Times Square
The mastermind behind the concept, Chef Ryouta Hirako, founded I’m donut ? in Japan before opening his first and only U.S. outpost in April 2024. Within weeks, the shop went viral on TikTok, racking up nearly 400,000 views and sparking long lines that wrapped around the block.
In an interview with The New York Post, Hirako explained his inspiration:
“The idea started with my favorite combination — the sweet and savory mix,” Hirako said. “At I’m donut ?, having savory donuts is part of our unique culinary DNA. I wanted to give that concept a New York twist — a fresh take on the iconic BLT.”
The Japanese chef’s approach emphasizes texture and contrast, using brioche-style dough that’s light yet rich enough to complement both sweet and salty ingredients. The result? A menu that’s as experimental as it is addictive.
National Donut Day Specials and New Fall Flavors
To celebrate National Donut Day on November 5, Hirako plans to feature two of his signature sweets — the Zaku-Zaku donut, which means “crunchy crunchy” in Japanese, topped with candied nuts and dulce de leche, and the Choco Shell, made with chocolate brioche dough coated in a crisp chocolate shell and sprinkled with cacao.
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He’s also rolling out a new fall special that’s already gaining attention online: a Pumpkin Cheesecake Brioche Donut filled with pumpkin cream cheese, pumpkin pie spice, and roasted pumpkin seeds. Fans say it’s a “must-try” seasonal treat that pairs perfectly with a hot latte on a cool New York morning.
Tourists and Locals Are Lining Up
Lines at I’m donut ? often stretch down the block, especially on weekends, with both tourists and locals eager to snap a photo before taking a bite. Food critics say it’s a perfect reflection of Times Square’s flair for the dramatic — bold, experimental, and irresistibly photogenic.
For Hirako, the attention has been overwhelming but gratifying. “I’m happy to see people smiling,” he said. “That’s the best reward for a chef.”
Whether you’re a fan of fusion food or just curious enough to try a BLT inside a donut, Times Square’s latest sensation promises an experience that’s as unforgettable as it is unconventional.
Would you try the viral BLT donut? Share your thoughts in the comments at race-day-live.com.
