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If you’ve walked through Times Square lately and spotted a suspiciously long line for donuts, you already know: I’m donut? is having a moment. Next week, it’s also having a very good deal.
To celebrate its first anniversary in New York City, I’m donut? in Times Square is offering its signature “nama” donuts for just $1 each on Tuesday, April 22, from 10am to 3pm.
While the donuts are actually $1, naturally, there’s a small catch: only 500 of the shop’s original nama donuts will be available at that price, with a strict limit of two per person. Plus, it’s first-come, first-served, which means this could very easily turn into one of those blink-and-you-miss-it situations.
If you’re unfamiliar, the Tokyo-born brand, founded by chef Ryouta Hirako, built its reputation on these ultra-soft, almost cloudlike donuts. The term “nama” translates to “fresh” or “raw,” and refers to their notably light, almost melt-in-your-mouth texture. Rather than the cakey donuts you grew up with, these more closely resemble airy brioche.
Since opening its first U.S. location last April, the Times Square shop has become a full-on social media magnet, with lines routinely spilling out the door. The name itself (“I’m donut ?”) is a tongue-in-cheek nod to the idea that these pastries don’t quite fit the traditional definition and the menu leans into that ambiguity with both sweet and savory options.
Outside the anniversary deal, prices are decidedly not $1, making this promotion a rare chance to try the original version without committing to the usual spend. If you do go, expect a bit of a wait—and maybe plan your strategy. Arriving early is the obvious move, but even then, there are no guarantees once those 500 donuts are gone.
If nothing else, it’s proof that even in a city full of great bakeries, a limited-time deal and a little hype can still bring out a full-on sidewalk line.