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Cinn is in.
Cinnamon rolls are on the rise at trendy bakeries across the city.
New Yorkers are lining up for an hour at Sunday Morning, a new storefront that opened in the East Village in January, and focuses exclusively on the decadent pastry. The shop typically sells out of its cinnamon rolls — which are offered in 10 varieties each day, from a classic iteration to a rotating roster that includes chocolate babka, guava and cheese and bananas foster — just a few hours after opening.
“We are trying to make more and more,” the bakery’s chef and co-owner Armando Litiatco, 46, told The Post. “We didn’t really anticipate that much volume … we have plans to increase staff and equipment so hopefully we can just keep selling all day.”
The bakery’s popularity stems, in part, from TikTok and Instagram buzz, but Litiatco and his business partner Ahmet Kiranbay, 49, think the nostalgic joy — and irresistible smell — of fresh cinnamon rolls are also a huge draw.
“Everyone’s happy to have cinnamon rolls. It’s like a happy environment,” said Litiatco, who also owns a Mediterranean restaurant in Park Slope, Rana Fifteen, with Kiranbay.
Rachel Brotman, the popular food influencer who goes by the Carboholic on Instagram and TikTok, said “cinnamon rolls are definitely having a moment.”
She recalled that when she first moved to the city in 2018, they were difficult to find, but now, she said, “you can find at least one in most neighborhoods.”
Part of the appeal, Brotman noted, is that they look good on social media. They’re also time intensive to make yourself at home, unlike, say banana bread or cookies.
“People would rather just buy one than put in the effect,” said Brotman, adding, “I get it.”
Her favorite cinnamon rolls include Sunday Morning’s, along with those from the Hive in Hoboken, Little Red Kitchen Bake Shop in South Slope, Brooklyn; Noa, a Cafe in Murray Hill.
At Sunday Morning this past Sunday, the line stretched down the block.
Ashley Nguyen, 37, and her roommate Kristyn Cheng, 27, travelled from Queens after hearing about the bakery on social media. They sampled blueberry lemon curd, strawberry earl grey, guava and cheese, and pistachio variations.
Cheng said her favorite was the pistachio.
“I like that it’s not crazy sweet. I like that nutty flavor.”
Long Islander Alessandra Amodio, 29, lined up at 9:30 a.m. — the bakery opens at 10 a.m. — and her husband, Andrew Crosby, also 29, joined her a bit later to wait in the cold.
“I was sleeping [in],” admitted Crosby.
Hannah O’Toole, lives down the street from Sunday Morning, but said she’d actually heard about it on TikTok, not strolling the neighborhood.
O’Toole and her roommates queued up an hour for their breakfast treats, but there were no complaints when they enjoyed their bounty.
She said, “It was well worth the wait.”
