Sunday Morning

Ten cinnamon rolls, and nothing else

One item, ten versions of it, changed daily. Sunday Morning opened in the East Village in New York in January 2025 as a cinnamon-roll-only bakery, and the case holds ten rolls at a time: a classic glazed roll plus a rotating cast of seasonal and specialty builds.

There are no loaves, croissants, cakes or cookies competing for the display. Everything is dough, cinnamon filling, glaze, curds, preserves and toppings, with the curds and preserves made in house, and coffee drinks fill out the counter. Eater listed the bakery in its 2025 bakery guide.

A small bright room built around the case

The shop seats about twenty, enough to make the display the centre of the room rather than an afterthought. Guests come in, read the day's ten, order at the counter, and either take the box away or find a seat if one is free.

The narrow menu changes the pace of a visit. There is nothing to weigh up beyond flavour, and the queue moves accordingly. The name leans on the idea of an unhurried weekend morning, but the rolls are not treated as a breakfast-only item, and the case is worth reading at any hour the shop is open.

Press attention has centred on exactly that narrowness: a bakery that makes one thing and gives it the depth another shop would spread across twenty. The components are part of the argument, since the curds and preserves are made in house rather than poured on at the end.

Take the classic, then whatever is rotating

Order the classic glazed roll first. It is the baseline the rest is judged against, and it shows the dough, the cinnamon distribution and the sweetness with no other flavour in the way.

Then take at least one of the rotating rolls, because the rotation is the actual argument of the bakery. Past runs have included bananas foster, lemon curd, Cuban-influenced flavours and rolls drawing on Jewish pastry, built with the house preserves and curds. The sensible approach is not to arrive fixed on a flavour but to read the day's ten and let the case decide, since the specialty rolls turn over constantly and the one worth trying may not be there next week.

Coffee drinks are the only other thing on the counter, which keeps the whole order down to two decisions: which roll, and what to drink beside it.