The Cinnamon Roll Revolution: A Sweet Trend Taking Over New York City
In recent months, a delicious phenomenon has swept across New York City, capturing the hearts and taste buds of food enthusiasts. Cinnamon rolls, those golden, gooey, and irresistible pastries, have emerged as the latest obsession in the city’s vibrant food scene. Trendy bakeries are thriving as people line up for hours to get their hands on these sweet treats. At the heart of this movement is Sunday Morning, a boutique bakery in the East Village that opened its doors in January and has quickly become a sensation. The shop specializes exclusively in cinnamon rolls, offering 10 enticing varieties daily, ranging from the classic to innovative creations like chocolate babka, guava and cheese, and bananas foster. The demand is so high that the bakery often sells out just hours after opening, leaving customers eager for more. Chef and co-owner Armando Litiatco admits, “We are trying to make more and more,” and plans are underway to expand staff and equipment to meet the soaring demand.
The Rise of Sunday Morning: A Bakery That’s Captivating the City
Sunday Morning’s meteoric rise can be attributed to a combination of factors, including its strategic location, the quality of its products, and the power of social media. The bakery’s owners, Litiatco and Ahmet Kiranbay, have tapped into the nostalgic charm of cinnamon rolls, which evoke a sense of comfort and warmth. “Everyone’s happy to have cinnamon rolls. It’s like a happy environment,” Litiatco said. The duo’s success isn’t limited to Sunday Morning; they also own a Mediterranean restaurant, Rana Fifteen, in Park Slope. Their expertise in blending flavors and understanding the culinary trends has undoubtedly contributed to the bakery’s success. However, it’s the irresistible aroma and taste of their cinnamon rolls that keep people coming back for more. The bakery’s popularity has been further fueled by TikTok and Instagram, where food influencers and enthusiasts alike can’t stop raving about these mouthwatering treats.
The Cinnamon Roll Boom: Why It’s More Than Just a Trend
The cinnamon roll craze isn’t just a fleeting fad; it’s a movement that’s gaining momentum across the city. Food influencer Rachel Brotman, known as The Carboholic on Instagram and TikTok, has observed the rise of cinnamon rolls firsthand. She recalls that when she moved to New York in 2018, cinnamon rolls were a rare find. Today, she notes, “You can find at least one in most neighborhoods.” So, what’s driving this sudden surge? Brotman points out that the visual appeal of cinnamon rolls makes them a hit on social media platforms. Their golden, swirly layers and drippy icing are a photographer’s dream, making them perfect for Instagram-worthy moments. Additionally, the time and effort required to make cinnamon rolls at home are significant, which is why people prefer to buy them from bakeries. “People would rather just buy one than put in the effort,” Brotman said, and it’s hard to argue with that logic.
A Taste of Variety: Sunday Morning’s Unique Cinnamon Roll Offerings
One of the key reasons Sunday Morning has stood out in the crowded bakery scene is its creative and diverse menu. Each day, the bakery offers 10 varieties of cinnamon rolls, including classic, chocolate babka, guava and cheese, and bananas foster. This rotating selection ensures that customers always have something new to try, keeping the experience fresh and exciting. For instance, the blueberry lemon curd cinnamon roll combines tangy and sweet flavors, while the pistachio version offers a nutty twist that’s not overly sugary. This variety has attracted a loyal following, with customers traveling from across the city—and even neighboring boroughs—to sample the bakery’s creations. The pistachio roll has become a particular favorite, with customers praising its subtle nutty flavor and balanced sweetness.
The Community Factor: How Cinnamon Rolls Bring People Together
The appeal of Sunday Morning extends beyond the taste of its cinnamon rolls. The bakery has become a hub for food lovers, creating a sense of community among its customers. On a recent Sunday, the line outside the shop stretched down the block, with people braving the cold to get their hands on these sweet treats. For Ashley Nguyen and her roommate Kristyn Cheng, the journey from Queens was well worth it. They sampled several varieties, including blueberry lemon curd, strawberry earl grey, and guava and cheese, with Cheng declaring the pistachio roll her favorite. Similarly, Alessandra Amodio and her husband Andrew Crosby, who traveled from Long Island, found the wait to be “well worth it.” Even Hannah O’Toole, who lives nearby, discovered the bakery through TikTok. Her roommates joined her in the hour-long wait, and they all agreed it was time well spent. These stories highlight the power of food to bring people together and create shared experiences.
The Future of Cinnamon Rolls: A Trend That’s Here to Stay
As the popularity of cinnamon rolls continues to grow, it’s clear that this trend is more than just a momentary craze. Bakeries like Sunday Morning are redefining the way people experience these sweet treats, offering innovative flavors and creating a sense of community. With plans to expand and meet the growing demand, Sunday Morning is poised to remain at the forefront of this movement. The nostalgia and joy associated with cinnamon rolls, combined with their social media appeal, ensure that they will remain a beloved part of New York City’s food culture for years to come. Whether it’s the classic cinnamon roll or a creative twist, this pastry has found a special place in the hearts—and stomachs—of New Yorkers, proving that sometimes, the sweetest trends are the ones that stick around.
