Krispy Kreme is bringing its hot, fresh doughnuts to the bright lights of New York City next year. The company has announced that in early 2020, a first-of-its-kind store will open in the city’s famed Times Square.

According to Krispy Kreme, this new store is expected to serve more guests annually than any other Krispy Kreme location in the world. The world’s largest Hot Light will signal to passersby to come into the shop 24 hours a day. Once inside, immersive and interactive digital activations will provide guests both group and individual experiences.

The Times Square store will also offer exclusive merchandise that celebrates both New York City and Krispy Kreme, an exterior walk-up window where guests can purchase pre-packed doughnut dozens and coffee, and an interior “grab-and-go” counter featuring pre-packed dozens and the aforementioned merchandise.

“Our direction is to be the most loved sweet treat brand in the world. In the most iconic city in the world, the Krispy Kreme Times Square Flagship will showcase our brand on the global stage and inspire customer wonder. We love making awesome doughnuts – and New Yorkers deserve hot and fresh doughnuts!” says Michael Tattersfield, CEO and President of Krispy Kreme Doughnut Corporation.