Celebrity favorite sweets chain Sugar Factory is about to open a slew of standalone doughnut shops with pastries from a Miami chef with a crazy cult following.
The Drake- and Kardashian-approved chain will start by opening a nearly 80-seat Upper West Side doughnut bar called Sugar Factory Artisanal Doughnut and Coffee Bar at 1991 Broadway and an outpost in the Gansevoort Market. The UWS location will open in June says a spokesperson, with plans to open several more doughnut and coffee bars across the city.
All creations will be by Max Santiago, a longtime Miami pastry chef whose doughnuts regularly drew long lines when he worked with the team at The Salty Donut. Its most popular doughnut, a cannoli flavor with cream in the middle, won the Cooking Channel’s competition TV show “Sugar Showdown,” and the Salty Donut team basically launched the doughnut craze in Miami with flavors like maple bacon and creme brulee. Santiago left The Salty Donut in March and is now spearheading the menu for Sugar Factory’s expansion.
No word yet on what will be on the menu at the Sugar Factory doughnut shops, but to be on brand, they’ll likely be completely ridiculous.
Currently, the restaurant’s flagship dessert is a $99 ice cream sundae called “King Kong” that has 24 scoops of ice cream and sparklers on top. Here is picture of Backstreet Boy Nick Carter with the sundae at the Las Vegas location, which pretty much sums up the Sugar Factory brand:
Santiago’s doughnuts at The Salty Donut were also pretty over-the-top, including doughnuts with toppings like an entire chocolate-covered strawberry.
Of course, New York has no shortage of artisanal (and outrageous) doughnuts. With doughnuts that look like everything bagels and Walter White-inspired “crystal methadoughnuts,” Santiago and Sugar Factory will have some real competition in the ridiculous pastry department.