Portland’s iconic Voodoo Doughnut, a beacon of bizarre and delicious pastry artistry, is set to make its highly anticipated debut in New York City, establishing a new East Coast hub in Union Square that fans are calling “the best thing to happen this year.”
The culinary landscape of New York City is about to get a whole lot sweeter, and decidedly weirder, with the announced arrival of Voodoo Doughnut. This viral doughnut shop, renowned for its unconventional flavors and vibrant, counter-culture aesthetic, is set to open its first Big Apple location in the bustling heart of Union Square.
For years, fans across the country have eagerly awaited the chance to experience Voodoo Doughnut’s unique creations without a cross-country trip. With locations predominantly spread across Texas, California, Colorado, and Oregon, the brand’s East Coast presence has been limited to a single spot in Orlando, Florida, with another planned for Miami. The move into New York City signifies a major strategic expansion, bringing the brand’s eccentric magic to one of the world’s most dynamic food scenes.
From Portland’s Quirky Streets to a National Phenomenon
Founded in 2003 by Kenneth “Cat Daddy” Pogson and Tres Shannon in Portland, Oregon, Voodoo Doughnut quickly carved out a niche with its unique approach to the classic pastry. Rejecting traditional norms, the founders imbued their shops with a distinct personality, offering doughnuts with names and toppings that were as much art as they were dessert.
The brand’s philosophy, often summarized as “Good things come in pink boxes,” resonates with a loyal fan base. This quirky origin story and commitment to individuality are central to why Voodoo Doughnut has garnered such a passionate “cult following” over the past two decades. Its expansion beyond Portland has seen it become a national sensation, yet maintaining its indie spirit.
Union Square: The New East Coast Hub
The chosen location, 41 Union Square W at 17th St., places Voodoo Doughnut in a prime spot known for its vibrant atmosphere and diverse foot traffic. The company officially shared the exciting news on its Instagram, teasing fans with a mocked-up photo of the new storefront and playful references to New York anthems, including a nod to Alicia Keys’ “New York.”
This strategic placement aims to capture both local New Yorkers and the millions of tourists who frequent the city, providing a central and accessible point for doughnut enthusiasts. The announcement has been met with an outpouring of excitement, with many loyal followers expressing their long-held hopes for a New York outpost.
Signature Flavors and the Art of the Doughnut
Voodoo Doughnut stands apart with its commitment to innovation, offering a vast array of over 40 artisan flavors, including more than 10 vegan options. Each doughnut is a testament to creativity, blending familiar comforts with unexpected twists. Some of the most iconic offerings include:
- Bacon Maple Bar: A sweet and savory delight, featuring a traditional maple bar generously topped with crispy bacon.
- Voodoo Doll: A raspberry-filled, chocolate-frosted doughnut shaped like a Voodoo doll, famously “poked with a pretzel stake through its heart.”
- Old Dirty Bastard: A chocolate-frosted doughnut topped with crushed Oreos and peanut butter drizzle.
- Pepto-Bismol flavor: A bold and famously unusual creation that exemplifies the brand’s willingness to experiment.
These unique concoctions are a core reason behind the brand’s viral appeal and its ability to consistently delight customers of all ages. The emphasis on inventive flavor combinations ensures that each visit offers a novel and memorable experience.
Fan Reactions: Overwhelming Joy and Anticipation
The news of Voodoo Doughnut’s New York expansion has been met with an enthusiastic response from its dedicated fan base. Social media has been flooded with comments from individuals who have long championed the brand and eagerly awaited its East Coast debut.
One Instagram follower perfectly encapsulated the sentiment, admitting they were “going to cry” over the announcement and proclaiming it “one of the best things to happen this year.” Another fan cheered, “Ahhhhhh!!!!! These doughnuts are thee absolute Best!!!! I can’t wait! 😋.” Even those from the wider Tri-state area expressed their readiness to travel, with one declaring, “I will literally get on a train from CT just to come get those donuts…dreams do come true!!!!!!!!”
This level of fervent anticipation underscores the profound connection many feel to the brand, seeing it as more than just a doughnut shop but a purveyor of joy and a distinct cultural experience.
What’s Next for Voodoo Doughnut in NYC?
While the exact grand opening date for the Union Square location remains “coming soon,” according to Voodoo Doughnut’s official website, the anticipation continues to build. The brand has encouraged prospective customers to sign up for its Insider email list for “exclusive updates” and a “chance to attend our Insiders Night before we open!”
This strategic engagement keeps the community involved and excited, building momentum for what is poised to be one of New York City’s most talked-about new culinary destinations. The arrival of Voodoo Doughnut not only expands its geographical footprint but also solidifies its status as a true cultural phenomenon in the world of gourmet desserts.
For more details on Voodoo Doughnut’s unique offerings and expansion, you can visit their official website. Further information on food news and openings in New York can often be found on platforms such as Eater.
