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BUBA Bureka, the tiny Greenwich Village shop known for its oversized, golden pastries, has a new drop on the way and this one leans hard into comfort food nostalgia. Starting April 22, the shop will debut a shakshuka bureka created in collaboration with Brooklyn-based actor and content creator Jake Goldberg, best known to many as Adam Sandler’s on-screen son in Grown Ups and, more recently, as the internet’s SillyJake.
The concept is exactly what it sounds like: a crisp, buttery bureka shell gets packed with spiced tomato sauce and a soft, jammy egg, essentially folding shakshuka into a handheld pastry. It’s served, like everything at BUBA, with tahini on the side for dipping.
For Goldberg, the pairing is personal. He grew up eating both dishes and the mash-up pulls from that overlap. For BUBA, it’s another entry in what’s quickly becoming a signature playbook, taking a tightly edited menu and dropping buzz-worthy riffs that keep people lining up.
If you haven’t been yet, here’s the quick primer: BUBA Bureka is New York’s first shop dedicated entirely to burekas, the stuffed pastries popular across the Mediterranean and Middle East. Chef Ben Siman-Tov turned the traditionally palm-sized snack into something closer to a shareable, pizza-boxed situation, with fillings like potato, cheese and spinach-artichoke alongside the now-iconic jammy egg, pickles and trio of sauces.
Since opening, the shop has gone viral, regularly selling out and drawing lines that spill onto Bleecker Street. Its previous collabs, like a kimchi-loaded weekend special with Lower East Side favorite Kisa, have only added to the hype.
The new item will be available during regular hours—Wednesday through Friday from 8am to 2:30pm and on weekends from 9am to 3:30pm—at $10, or $12 with a coffee. If history is any indication, showing up early wouldn’t hurt.