I’m donut ?

What I’m donut ? does

I'm donut ? is a Japanese-origin specialty donut retailer founded in 2021 by Chef Ryouta Hirako, operating 14 locations globally as of 2025–2026: 11 in Japan (Tokyo and other cities), plus Taipei, Seoul, and a first-international flagship in Times Square, New York (154 West 45th Street, opened April 22, 2025). The company specializes in nama donuts — fresh, brioche-style donuts made with a proprietary blend of Japanese flours, squash, and organic shortening, handmade on-site daily to produce a lighter, airier texture than standard American donuts. The menu spans signature nama (Original, Matcha, Chocolate), cream-filled donuts (Matcha Cream, PB&J, Caramel Espresso Cream, Sake Cream), ring/glazed varieties, and an unusual savory line (NY BLT, Anchovy Cheese, Chicken Ginger Teriyaki, Scrambled Eggs), plus vegan and gluten-free options, with ceremonial-grade matcha beverages and rotating limited-edition collaboration flavors (Oishii Berry, aespa, UNIQLO).

Revenue is generated almost entirely through direct retail counter sales at individual store locations (walk-in, first-come-first-served, with no delivery or app-based ordering at launch), supplemented by in-store merchandise (keychains, bags, mugs, apparel designed by artist Yuni Yoshida), physical and digital gift cards processed via Toasttab, and a forthcoming catering and corporate events channel. GTM is retail-first with social-media-driven brand awareness (viral phenomenon in Japan, organic Instagram presence) and cultural co-branding partnerships (UNIQLO capsule collection, aespa K-pop, Oishii Berry) used to drive cross-audience discovery rather than paid acquisition. The company is privately held, founder-owned, with no disclosed external funding or institutional investors, and is planning additional geographic expansion into Malaysia and Indonesia in 2026.

Name

I’m donut ?

Legal name

I’m donut ?.

Website

https://imdonut.nyc

Company type

Private

Founded year

2021

Operating status

Operating

Short description

I'm donut ? is a Japanese-origin specialty donut retailer (14 global locations) selling proprietary nama brioche-style donuts handmade daily, with a flagship in Times Square and planned 2026 expansion into Malaysia and Indonesia.

Ownership category

akta.pro rank

Product category

Specialty Donut Shop

NAICS

Baked Goods Retailers (445291)

SIC

Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Donut Shops (THAFAGAE)

Keywords

• Specialty donut retail
• Japanese nama donuts
• Artisan brioche pastries
• Plant-based donut varieties
• Premium matcha beverages

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail Donut Sales: Direct retail sales of freshly made nama donuts at Times Square flagship. Walk-in customers purchase at counter. No delivery available.
2. Gift Cards: Digital and physical gift cards sold in-store for donut purchases at Times Square location.
3. Merchandise Sales: Branded merchandise including keychains, cooler bags, tote bags, mugs, caps, water bottles, and sticker packs sold exclusively in-store.
4. Catering & Events: Corporate events and catering inquiries handled through [email protected] (coming soon).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

I'm donut ? operates a specialty donut retail concept producing handmade, freshly prepared nama (fresh/raw) brioche-style donuts daily on-site. The product range spans signature nama (Original, Matcha, Chocolate), cream-filled donuts, glazed and ring donuts, savory options, and plant-based/vegan varieties, complemented by matcha and hojicha beverages crafted from ceremonial-grade Uji matcha. Distribution is anchored by a single Times Square flagship storefront with walk-in counter service, supplemented by gift cards, branded merchandise, and catering.

Product overview

I'm donut ? is a Japanese donut shop specializing in nama donuts (fresh, melt-in-your-mouth brioche-style donuts) with 11 locations in Japan and 3 international locations (NYC, Taipei, Seoul). The core product portfolio includes signature nama donuts (Original, Matcha, Chocolate), cream-filled donuts, ring/glazed donuts, and savory donuts. The company also offers a rotating selection of limited-edition collaboration flavors, iced and hot beverages (matcha, hojicha lattes), branded merchandise (keychains, bags, mugs, apparel), gift cards, and catering services. Their NYC Times Square flagship opened April 2025 as the first U.S. location.

Differentiator

Problem solved

Functional benefit

Products and services

• Nama Donuts (Signature) Airy, melt-in-your-mouth brioche-style donuts made with a proprietary blend of Japanese flours and squash; flavors include Original, Matcha, and Chocolate. Toppings are handmade on-site daily across all locations.
• Cream Donuts Nama donuts filled with cream flavors including Matcha Cream, Custard, PB&J (organic peanut butter with concord grape jelly), Caramel Espresso Cream, and Japanese Sake Cream.
• Ring Donuts Glazed and specialty-coated donuts including I'm lemon ?, Glazed (vegan), Strawberry Chocolate (vegan), Pistachio White Chocolate (vegan), and Zaku-Zaku (caramel-chocolate with mixed nuts).
• Savory Donuts Unique savory donut offerings including Scrambled Eggs (organic scrambled egg with honey and house tomato mayo), Anchovy Cheese (torched with three-cheese béchamel), NY BLT, and Chicken Ginger Teriyaki.
• Choco Shell Chocolate-coated cocoa nama donut topped with cacao nibs.
• Iced Beverages Cold beverages including Lavender Yuzu Breeze, Strawberry Matcha Latte, Matcha, Hojicha Latte, and Matcha Latte.
• Signature Beverages (Matcha & Hojicha) Hot and iced teas including Matcha Latte (unsweetened option), Hojicha Latte, and Hojicha (unsweetened). Made with ceremonial-grade matcha sourced from Uji, Kyoto, Japan.
• Branded Merchandise Branded merchandise including keychains (Rose, Fruit, Flower Vase, Mirror designs by Yuni Yoshida), cooler bags (Yellow, Green, Hologram), logo tote bags, mugs (donut and logo versions), caps (white, black), water bottles, and sticker packs. Available exclusively in-store.
• Gift Cards Physical and digital gift cards available in three designs, including digital gift cards sold via the ToastTab platform, redeemable at the Times Square location.
• Catering and Events Catering services for corporate and private events. Inquiries handled through [email protected] (coming soon).
• Limited-Edition Box Sets Pre-packaged donut box sets including Oishii box sets, Brunch Box, and Lunch Combo.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• UNIQLOcoreGTM or Marketing Partner · 10 July 2026Limited-edition capsule collection featuring original illustration and character design from Japanese graphic designer Kei Saito. Spans adult and children's T-shirts and tote bags with five original designs and six embroidery customization options. Available exclusively at UNIQLO's SoHo and Fifth Avenue NYC locations through September 26. Donut giveaways at store locations between 2-4pm daily during promotion period.
• Oishii BerryflagshipGTM or Marketing Partner · 29 May 2025Summer exclusive limited-edition flavors featuring Oishii Koyo Berries. Oishii Strawberry Custard (Oishii Koyo Berries with classic custard) and Oishii Matcha Strawberry Cream (Koyo Berry yogurt cream). Available May 29 through August at Times Square location.
• aespaflagshipGTM or Marketing Partner · 20 April 2025Limited-edition collaboration donut inspired by senses of new world and aespa's 2nd album LEMONADE. Available at Times Square location. Featured as 'I'm lemon ?' ring donut.
• Carlton Architecture (Mike Carlton)coreStrategic or Co-development PartnerNew York architecture firm designed Times Square flagship location. Mike Carlton designed interior honoring Japanese sensibilities of delicacy and modesty while creating reprieve from Times Square intensity. Pink glass-lined open kitchen designed as tiered performance space.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Dunkin': Mass-market US donut and coffee chain operating thousands of US locations. Overlaps with I'm donut ? on donut product and beverage attach, but competes on convenience and price rather than premium artisanal positioning.

Direct peers

• Krispy Kreme: Global specialty donut chain with strong brand recognition, retail storefronts, and broad assortment of sweet donuts. Most direct comparable to I'm donut ? in product category and consumer occasion, though at a much larger scale and with a US-centric footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about I’m donut ?