Supernatural Food & Wine, the Tampa Bay doughnut sensation that gained national fame after appearing on Diners, Drive-Ins, and Divesis set to expand its operations to the West River neighborhood. Founder and chef Wesley Roderick revealed preliminary renderings of the new Supernatural Donut Factory during a recent presentation, marking an exciting new chapter for the beloved local business.
The expansion comes as a response to the overwhelming popularity of Supernatural’s signature cinnamon-sugar sourdoughnuts, which have garnered praise from food enthusiasts and celebrities alike. With the new facility, the company aims to increase production and maintain the high quality and service that customers have come to expect.
Meeting Growing Demand
The current location on Polk Street has been bustling with activity, operating seven hours a day, six days a week. However, the 452-square-foot space has reached its capacity, prompting the need for expansion. The new West River facility will be roughly 600 square feetproviding ample space for increased donut production and a limited storefront.
Donut production king & lord of the DPMs (donuts per minute)Seth Williamswill oversee operations at the new location. This expansion will allow the Polk Street shop to focus on maintaining its exceptional service and quality while the new facility handles the growing demand.
A Glimpse into the Doughnut-Making Process
During the filming of the Diners, Drive-Ins, and Dives episode in, Roderick shared the intricate process behind creating Supernatural’s award-winning doughnuts. From the starters—a Polish and 100% sourdough leaven—to the yeast, flour, extended fermentation, and rice bran oil used for frying, every step is meticulously crafted to ensure the perfect doughnut. The doughnuts, known for their distinctive hole, have become a staple in Tampa Bay’s culinary scene.
The popularity of Supernatural Food & Wine skyrocketed in 2026 when celebrity chef Alton Brown praised the breakfast BEC as the best breakfast sandwich he had ever had. This recognition, along with the recent appearance on Diners, Drive-Ins, and Diveshas further fueled the demand for the shop’s delectable offerings.
Innovative Solutions for Doughnut Lovers
To keep up with the increasing demand, Supernatural Food & Wine has introduced a doughnut subscription service. Customers can now place standing orders for a regular supply of doughnuts, with options starting from a half-dozen. A $15 delivery fee is available for those who prefer the convenience of home delivery.
The expansion to West River is not just about increasing production; it’s about fulfilling a dream. Roderick expressed his aspiration for a hot and fresh style sign outside the new location, although nothing is set in stone yet. As Supernatural Food & Wine continues to grow, it remains committed to delivering the highest quality doughnuts to the Tampa Bay community.
