Review: American Donut Shoppe, Atria Mall, Worli

Today was my first encounter with one of the several new doughnut places blossoming all over the city (it’s a growth spurt, believe me!) Till recently, doughnuts were picked up at bakeries and cafes where they were among the plainer offerings nestled against the more alluring pastries, cakes and puddings.

I was thrilled to see these ‘doughnuts-only’ shops, thinking that now perhaps I could re-experience the bliss of biting into a hot, fresh original glazed (first had at Doha) And so with great enthusiasm (and expectations), I visited the stall of American Donuts at Atria in Worli (Opposite Poonam Chambers)

I sincerely hope that the saying “A bad beginning makes a good ending” is true because this first exposure to a doughnut chain product was revolting. I steered clear of the decorated doughnuts in the display case (blueberry-topped, chocolate-covered, dark-and-white-chocolate laced, spread-with-jam etc) and asked for a takeaway of an original glazed (which was not displayed). While I waited for the doughnut to be packed, I saw a video (being shown on a TV near the cashier) about how these doughnuts are made at their factory and drooled at the sight of rows and rows of golden doughnuts getting drenched with pearly white shimmering glaze. I just couldn’t wait to get home and introduce my parents to this culinary delight!

But………………..

Upon getting home and opening the box (in a tearing hurry, pun fully intended) what I saw was a dull, uninspiring, non-shiny lump-with-a-hole. I took a bite, just to make sure – and yes, there was hardly any glaze.



I didn’t expect a warm doughnut (I have realistic expectations) but a stone-cold, hardly-glazed doughnut is difficult thing to swallow (again, pun intended!) And here’s the worst thing (yes, there’s more!) – the texture was nowhere near the light ethereal whisper that I’d relished at Doha – this one was dry, mealy and BREAD-like.




Priced at Rs. 35 (the lowest priced; the chocolate, jam etc ones are Rs. 45), this was a rip-off on a massive scale. I mean, why pay so much for something which is eerily akin to the sweet buns the daily paav-waala gets (5 Rs!)?

Agreed, I tasted only one doughnut and that too only once – but if you cant get the basics right (the original glazed is the foundation of all doughnuts) and if you aren’t consistent, the battle’s lost before it even begins.

I only hope the other doughnut shops have better doughnuts on offer. Else doughnut shops will die out like several expensive food fads Mumbai has already witnessed.(Thai dosa, anyone?)