I'm donut? It's bringing its pastries to New York City doorsteps with a first delivery option that lets customers get donuts and drinks from the Times Square shop without the trip. Orders started Oct. 5 through Uber Eats and DoorDash for the Tokyo-based brand, whose U.S. flagship opened in April 2025.
Its 'nama' donuts are known for a pillowy, just-made feel, so the app option turns a destination buy into something easier to fold into a regular order. The online-only six-donut box also makes sharing simpler at home or at work. That gives the brand room in snack and lunch moments.
For shoppers, this means a bakery run can happen from a couch or desk instead of a trip. It also makes a line-famous pastry feel more like an everyday craving than a special stop.
Image Credit: I'm donut?
Why This Trend Is Growing
- Premium Pastry Delivery
- High-demand bakery items moving onto delivery apps creates room for upscale treats to shift from occasional destination purchases into frequent convenience-driven orders.
- Online-only Bakery Bundles
- Exclusive multi-item boxes designed for delivery channels can turn individual indulgences into shareable formats for offices, households, and social occasions.
- Everyday Destination Cravings
- Cult-favorite food brands are becoming more accessible through app-based ordering, reshaping premium snack occasions around immediacy and routine consumption.
Industries Being Reshaped
- Food Delivery
- Third-party platforms gain differentiation by hosting sought-after specialty brands that make delivery marketplaces feel more curated and experience-led.
- Bakery
- Artisanal bakeries can expand beyond foot traffic by adapting signature products and packaging for digital ordering, delivery quality, and repeat purchase behavior.
- Quick-service Restaurants
- Limited-menu concepts with strong brand appeal are positioned to use delivery-first formats to capture snack, lunch, and workplace sharing moments.
