Armando Litiatco and Ahmet Kiranbay, partners in life and business, talk about their bakery Sunday Morning, where cinnamon rolls sell out by 2 p.m. daily and social media drives their sweet success.

New York

Armando Litiatco and Ahmet Kiranbay, partners in both life and business, have established a popular bakery in New York City called Sunday Morning, specializing in cinnamon rolls. Their shop features a rotating menu of ten unique flavors, including both sweet and savory options, and consistently sells out by the afternoon.

The bakery's rapid success is attributed to its strong social media presence and word-of-mouth popularity, with lines forming outside before opening. Litiatco and Kiranbay credit their nearly two-decade partnership and mutual respect as key to their business achievements, and continue to innovate with new menu items to meet customer demand.

How two chefs built a cinnamon roll empire in New York City

The name of the store caught my eye because it's Sunday morning, and one of the most popular shows on our network is Sunday Morning. So I was thinking, what is this place like? Best cinnamon rolls in NYC. We shall see. All these warm, gooey, made-from-scratch cinnamon rolls are getting national attention, thanks to the masterminds behind New York City's newest craving. Its owners, Armando Letatko and Ahmet Kiranbay. Armando and Ahmet, bravo, bravo, bravo. But let's go back to the beginning. Did you think a restaurant devoted just to cinnamon rolls would work, or did you think, let's give it a try and see what happens? From the beginning, I knew it would work. Did you? I did. Did you really? I did. Him, it took some convincing. But I knew it. What did you know? This bakery is dedicated to cookies, or just cupcakes, so why not cinnamon rolls? Why were you reluctant, Ahmet? My mom was here, and she's a little like, oh, are you guys sure, just the cinnamon roll? So your mom didn't think this was going to work? Yes. And she gave me a lot of recipes about the spinach pie, cheese pie, potato pie. She side-eyed us. A lot. A lot. A lot. A cinnamon roll. She did that a lot. I was like, yeah, good luck with that. Yeah, she kind of was. The duo landed on a menu that features 10 unique flavors at a time. A mix of savory and sweet combinations like pistachio mascarpone, bananas foster, yum, and guava and cheese. Hundreds of cinnamon rolls selling out by two in the afternoon on a typical day. So what makes a good cinnamon roll to you? I love the classic American style, where it's like soft and gooey in the middle, and it has a cinnamon flavor, but lots of like butter flavor. But listen to how your voice changes when you talk about it. Right? Right? Yes. Since opening in January, Sunday Morning has found fast success through social media. This is by far the best cinnamon roll I've ever had. Seven months later, the lines continue to grow, keeping the bakery busy every day of the week, not just on Sundays. How did you come up with the name Sunday Morning? When you say somebody like a Sunday morning, it's like a vacation or something like relaxing day. Yeah. And this is the best way to relax. The chefs have also found the secret recipe behind a strong partnership, celebrating nearly 20 years together professionally and romantically. What makes this partnership work in business and personally for you, for both of you? Personally maybe respect. Respect. Respect. For you, Ahmet? We are looking also from the same window, I think. Ahmet, I like that. That may be my favorite line. We're looking from the same window. Right. Okay, fellas. So what would you like me to do now? I'd like you to roll out your roll. But you know I don't cook. I'm going to be here to support you. I'm not sure you want me in the kitchen. I just need your magic touch. How about that? So after a little convincing. Most people like raisins. Most of my friends like raisins. We helped create a new addition to the menu. They named it the King Roll. Let me see if I can do that. Absolutely. Okay. And now we're just going to roll it. Tight? Yeah. Exactly. Looks beautiful. There you go. That's it. Thank you for waiting, everybody. It was time to get a taste of just how busy it gets in here. Yay. Welcome to Sunday morning. You want pistachio? How many are you getting? What are you getting? One blueberry. Okay. You guys got to try the one that Gail made. It's the one with apples and raisins. Don't beg them. I'm not. And it was King Roll after King Roll. Yay! And it got a lot of cheers. Yay! A thing of beauty for you. Wow. Just before the bakery opened their doors that morning, I asked the chefs... We're sitting here. It's 1102. There's already a line around the block. What does that mean to you that there's a line already? It means everything. It means everything, like all the hard work, everything. Is there still a long line? Yes. Wow. Thank you so much, Chef. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

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