Behind the menu: how a new flavor gets made

Every flavor on our menu starts the same way: as a slightly embarrassing doodle in a notebook that lives next to the walk-in fridge. Some are inspired by a dessert we ate on vacation, some by a farmer who shows up with too many quinces, and a few by customers who simply will not stop asking.

Week one: the glaze test

We always start with the glaze, because a donut lives or dies by its top. We mix a dozen tiny batches, dip plain rings, and leave them on the counter for four hours to see how they set, crack, or weep. Most ideas end here.

Weeks two to five: the staff vote

Survivors go to the staff. Everyone tastes blind and scores on sweetness, texture, and the most important question of all: would you buy a second one? A flavor needs an average of eight out of ten to move forward.

Finally, a flavor gets a soft launch on a Saturday. If it sells out before noon twice in a row, it earns a spot in the case. That is how our pumpkin spice and brown butter both made it this year.