By Paige Hughes
Every Friday morning, long before the doors open, a small crowd begins to line the streets outside Flatfish GNV, at 308 NW 5th Ave. At 8:00 a.m. the doors open, and by 10:30 a.m. or earlier, the display cases start to empty. Flatfish uses Facebook and Instagram to share their rotating flavors and alert customers to daily sellout times.
The atmosphere at Flatfish is both social and energetic. Customers not following Flatfish on socials often discuss which flavors might appear that day, students wait in line with coffee in hand, and first-time visitors make sure to document their decadent doughnuts. For many, the thrill of arriving before sellout has become part of the Flatfish experience.
Flatfish is run by a local couple, Mike and Patty, and it is not the first endeavor the two have embarked on. Locals point out the changing nature of the space over the years with one customer tracing the evolution of what is now Flatfish Donuts. “They were Daybreak Cafe … Pleasant Street Pizza … now donuts — same ownership every time.”
Others recall when Flatfish served fried catfish and hush puppies, before they steered down a sweeter path. Today, the bakery balances their old brand name with their new menu, carrying forward the same local ambition that brings back old customers and invites new faces. Flatfish’s menu features brioche donuts with French pastry fillings, vegan yeast donuts, locally roasted coffee, specialty teas, and lemonade. The selection is more focused than in the past but still appeals to a wide range of customers.
Flatfish’s menu changes monthly, and all of their traditional donuts are plant-based and vegan. One reviewer shared in HappyCow (a site for plant-based eaters) their experience sampling four vegan doughnut flavors:
“I got all of them to try … There’s a PB & J donut that was def my favorite 10/10 … All of them are soft and unique!”
In more general reviews not focused on their plant-based offerings, the building and owners also earn high praise. On Yelp, a reviewer raved that “this cozy little shop completely blew me away” and praised the doughnuts as the best they’ve ever had.
Another comment from a Gainesville food group conveyed a mix of surprise and delight:
“They seem like they would be overwhelmingly sweet but they are not. The donut is super light and the cream filling is delicious.”
These reviews help solidify Flatfish’s place as more than just a Gainesville bakery, they are a place that surprises, exceeds expectations, and connects the community to one another.
Flatfish has not made an official sustainability proclamation, but its practices reflect some level of care. Operating only Friday through Sunday and baking in smaller batches helps guard against oversupply and subsequent food waste. The three-day operating approach also creates a sense of urgency and scarcity. Its vegan options reduce reliance on dairy and eggs, aligning them with lower-carbon initiatives.
Flatfish GNV isn’t just frying up doughnuts, it’s serving as a contender to become the next model for local sustainability. Its growing reputation, experimental spirit, and community roots give it leverage in this field. The next chapter may ask: can a doughnut shop go from hidden gem to sustainability star? And what can Gainesville locals and the University of Florida community do to help them get there?