For a while it was cake pops, then it was cupcakes, then cronuts, and now the humble
doughnut is the treat-du-jour taking over Auckland.
The city pulled out all the stops to celebrate International Doughnut Day; a day dedicated to hottest commodity on the counter of any trendy café at the moment.
While that might sound dubious, perhaps a day invented by Krispy Kreme a month ago to create more lines out the door, it's a very real thing. The day is celebrated in the United States on the first Friday of June of each year, created by The Salvation Army in Chicago in 1938 to honour those who served doughnuts to soldiers during World War I.
Doughnut fear though (sorry), our own South Auckland based Krispy Kreme went as big as they've become known for, marking their first Doughnut Day by giving away 5000 Original Glazed Doughnuts - one to every customer.
The party vibe was kept pumping by retail manager Antonio Rivera, whose favourite doughnut is the 'Kookies N' Kreme'.
"It's a party in my mouth," he told us, with unreserved passion.
He also told us that for him "Krispy Kreme means happiness", causing us to speculate that nobody loves their job more than Antonio Rivera.
Meanwhile, brother and sister duo Alice and Tom were trying their first ever doughnut across the city, at the Doornuts pop-up in Custom Lane.
They too were giving away free doughnuts, although only 50 as opposed to 5000. In watching the process though it became clear why - foodies could choose to top their own unique doughnut with cheerios, oreos, sprinkles and sauce to make an Instagram-worthy creation.
Even Auckland police got in on the action, celebrating IDD with their "life hack" for the best way to eat a doughnut.
"Just because I'm a cop, people always ask me what's the best way to eat a doughnut," the policeman says.
"Here's a life hack. Flip it over, have the icing face down and take a bite.."
However you choose to eat your doughnut, hopefully you celebrated IDD in stule. If not, its not too late Krispy Kreme is open until midnight and I can tell you on good authority* that they're pretty damn delicious.
*The authority is us. We ate three.