Viva La Dough kosher cafe storefront at 525 7th Avenue in Midtown Manhattan

Less than a year after debuting as a seasonal pop-up outside Macy’s Herald Square, Viva La Dough has come full circle. The French-inspired kosher patisserie has opened its fifth storefront at 525 7th Avenue, between 38th and 39th Streets – steps from Times Square, giving the Garment District a full-service kosher dairy cafe blocks from where the brand first went viral.

Customers at the counter inside Viva La Dough's new Midtown Manhattan kosher cafe

The Midtown shop is the brand’s second Manhattan location, joining the Financial District cafe that opened at 160 Broadway this past June. YeahThatsKosher first reported the Midtown plans in July. The pace has been relentless: after the Herald Square pop-up wrapped its holiday run, Viva La Dough opened its first permanent storefront on Avenue M in Midwood, then added Lakewood, Borough Park, and FiDi inside of nine months. A sixth location, at the American Dream Mall in New Jersey, is also in the works. Few kosher brands have scaled this quickly while keeping the concept intact.

The new space might be the brand’s most polished yet: pink floral installations climbing toward crystal chandeliers, marble-topped tables over a black-and-white checkered floor, and display cases stocked with the fruit-shaped mousse pastries that made Viva La Dough famous on Instagram. Digital menu boards hang above the espresso bar, with seating for guests dining in.

Dining room at Viva La Dough Midtown with pink walls, chandeliers and marble tables

The Midtown menu carries the full lineup. The signature crozza, a personal pizza baked on laminated croissant dough, comes six ways: Margherita, Eggplant & Peppers, Fungo with wild mushrooms and garlic confit, Pesto, Kale Hot Honey, and Vodka, in 5-inch individual pies built for a lunch crowd.

Assortment of croissant pizzas (crozzas) at Viva La Dough Midtown Manhattan

Fungo crozza with wild mushrooms and arugula at Viva La Dough kosher cafe

Sandwiches now come on the brand’s new handcrafted artisan sourdough buns, country white or multigrain, including the Tomato Mozzarella, the Mushroom Panini, the lemon-caper Tuna Viva, Garden Avocado, the Mediterranean Panini, and Cream Cheese & Lox. The Viva La Combo bundles any sandwich, any pastry, and any drink for $19.95. Croffles, omelets, salads, the viral mousse cakes, specialty lattes, and a colorful matcha lineup round out the all-day menu.

Fruit-shaped mousse pastries in the display case at Viva La Dough Midtown

Cruffin with cream on a Viva La Dough branded plate

Iced latte inside Viva La Dough's pink Midtown Manhattan cafe

Iced coffee on a marble table at Viva La Dough kosher patisserie Midtown

Viva La Dough is located at 525 7th Avenue, New York, NY, between 38th and 39th Streets. The cafe is Kosher Dairy and Cholov Yisroel. Hours are Sunday through Thursday, 8 AM to 10 PM, and Friday, 8 AM to 4 PM. For more information, visit vivaladough.com.