After being immortalized by Guy Fieri on “Diners, Drive-Ins, and Dives,” Tampa Bay’s most famous doughnut is about to level up as far as production goes.
Supernatural Food & Wine has plans for an expansion towards West Tampa, shop founder and chef Wesley Roderick told Creative Loafing Tampa Bay.
Roderick shared preliminary renderings of the West River “Supernatural Donut Factory” last Tuesday during his presentation at the 10×10 lecture series in downtown Tampa.
Today, he told CL that Supernatural Food & Wine has signed a lease in Tampa’s West River neighborhood that will allow for more production of a the cinnamon-sugar sourdoughnut that Fieri recently described as one of the best he’s ever had.
“Supernatural is making a lot of donuts. And this next chapter will allow it to continue to do that,” Roderick said.
He did not disclose details about the address, lease or a timeline on buildout for the expansion. The spot, he said, is roughly the same size as Supernatural’s 452-square-foot downtown Tampa headquarters next to The Hub at 305 E Polk St.
“It is going to function as a production facility, and it will also have a storefront to some limited degree,” he said. “Ideally what we would do is we would take 600 square-feet from the back of The Hub, or something like that, but that’s not possible.”
The volume of business on Polk Street—open seven hours a day, six days a week, for breakfast and lunch—has exceeded what the space can handle,” Roderick added.
While a menu and expansion plans are in their very preliminary stages, Roderick did say that Seth Williams, who is Supernatural’s “donut production king & lord of the DPMs (donuts per minute),” will get to work in the new location.
The expansion, Roderick added, basically lets Supernatural Food & Wine keep up with demand for the donuts while giving the Polk Street location space to maintain its high level of service and quality.
Roderick detailed the complex doughnut-making process with Fiery on Triple D, which filmed on site in downtown Tampa last April.
In the episode that aired on May 22, Roderick pulled the veil back, sharing his approach, from the starters (a Polish and the 100% sourdough leaven), yeast, flower, extended fermentation, rice bran oil to fry, plus times on mixing and rest. The Best of the Bay-winning doughnuts, of course, have always come with the hole. “We give it to you, we feel like you’ve been getting ripped off all these years,” Roderick told Fieri.
Supernatural Food & Wine—which skyrocketed in popularity in 2022 when celebrity chef Alton Brown said the breakfast BEC was the best breakfast sandwich he’s ever had—also had to recently up production of and re-explain how to get the doughnuts (call ahead, Uber Eats, or walk-in).
There’s even a new Supernatural doughnut subscription available, where people who have their shit together can initiate a standing order that allows for a regular order on any day of the week. Orders can be as small as a half-dozen, and a $15 delivery option is available.
And could there ever really be a “hot and fresh” style sign outside Supernatural’s West River location?
“That’s our dream,” he said. “But nothing set in stone.”
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This article appears in June 18 – 24, 2026.