In a city that seems obsessed with chasing all that is new and buzzy, a long-running, successful business is almost an anomaly. A business that has been around a while but manages to stay relevant and innovative is nothing short of a miracle. Doughnut Plant Founder Mark Israel first started delivering doughnuts inspired by his grandfather’s recipe to coffee shops around town in 1994. Back then, the doughnuts were made in the middle of the night in a basement bakery and delivered by bicycle, but Mark’s vision was clear: use natural, high quality ingredients to elevate the lowly doughnut to new heights. His burgeoning company became one of the pioneers of the ingredient-obsessed food movement that engulfed NYC in the aughts. (Think: Smorgasburg, food trucks selling natural slushies, fancy hot dogs and nearly every single doughnut place that’s opened since.) The first brick-and-mortar store opened in 2000 on the Lower East Side to long lines and media acclaim. There were no Technicolor glazes or saccharine sprinkles. Mark used fresh fruit sourced from Union Square’s greenmarket and elsewhere, which resulted in unique, artfully prepared doughnuts, like a yeast doughnut smothered in a soft pink glaze made from fresh raspberries, with no artificial colors or flavors. You can actually see chunks of the fruit in the glaze.
Many doughnuts are seasonal, like the strawberry, which is only available for a little while longer while strawberries are still in season. What’s amazing is how well Doughnut Plant is able to execute both yeast and cake doughnuts–two very different pastries that happen to share the same name and well, shape. The Brooklyn Blackout cake doughnut, for example, manages to be both dense and incredibly moist while maintaining a deep, nuanced dark chocolate flavor. It’s filled with fresh chocolate pudding and topped with a heavy hand of chocolate crumbs. On the yeast end of things, the square PB&J doughnut is filled with freshly made jam and coated in a glaze that incorporates large chunks of salty peanuts. The creme brûlée yeast doughnut, the shop’s best-seller, has a vanilla bean cream center and a crackling sugar shell overlaid on a fluffy yeast doughnut hole. You can see the care and thought with which these doughnuts were developed and made. In a sea of copycats and “next best things,” Doughnut Plant is surging forward, with new locations and envelope-pushing innovation (um, hello mole chocolate doughnut). Never change, Doughnut Plant. Never change.