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Sugar Factory - Time Square, New York, NY

Sugar Factory - Time Square

3.2 (1144)
$31 to $50
Contemporary American
694 8th Ave, New York, NY 10036-7100

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2 people
11:00 PM
Booked 66 times today

About this restaurant

  • Kid-friendly
  • Lively
  • Great for creative cocktails
Sugar Factory American Brasserie, America’s favorite eatery and celebrity hotspot, expands in New York with their new Times Square location. The family-friendly, high-energy, celebration destination known for its sweets and treats is set to open in New Yorks famous Times Square.

“Our high-energy, sweet restaurant is enjoyed by guests across the state of New York, and we’re excited to introduce our brand to the residents of Manhattan,” shares Sugar Factory owner Charissa Davidovici. “From our colorful and vibrant dishes, to our over-the-top desserts, every moment at Sugar Factory Jacksonville will offer guests an extremely memorable and instagrammable experience from the minute they walk in to the minute they leave.”

Additional information

  • Dining style
    Casual Dining
  • Price
    $31 to $50
  • Cuisines
    Contemporary American, Bar / Lounge / Bottle Service, Dessert
  • Hours of operation
    Daily 8:00 am–12:00 am
  • Phone number
    (347) 721-9066
  • Website
    http://timessquare.sugarfactory.com/
  • Dress code
    Business Casual
  • Private party facilities
    We welcome you to explore our Private Dining options, perfect for any occasion.
  • Private party contact
    our Private Dining Coordinator: (212) 769-9500
  • Location
    694 8th Ave, New York, NY 10036-7100
  • Neighborhood
    Theater District
  • Parking details
    None
  • Additional
    Bar/Lounge, Beer, Cafe, Cocktails, Counter Seating, Full Bar, Late Night, Takeout, Weekend Brunch, Wheelchair Access, Wine

Private dining

Menu

At present, we do not have menu information for this restaurant. Please see their website or wait to visit the restaurant to learn more.

What 1,144 people are saying

Sugar Factory - Time Square reviews from people who’ve dined at this restaurant. Based on recent rating.

Overall ratings and reviews

Reviews can only be made by diners who have eaten at this restaurant

3.2
3.2 based on recent ratings
  • 3.2Food
  • 3.3Service
  • 3.6Ambience
  • 2.8Value

Noise • Moderate

Review summary

AI-generated from verified diner reviews
Sugar Factory - Time Square offers a vibrant atmosphere with "amazing shakes" and "fun desserts." Despite the "cool vibe" and "great photo opportunities," many visitors have noted inconsistent service and high prices. While some guests enjoy the unique drinks and birthday celebrations, others find the dining experience and food quality lacking.
1,144 Reviews

  1. Daniel

    Baltimore / Maryland6 reviews

    3.0

    Dined 2 days ago

    1. Overall 3
    2. Food 3
    3. Service 2
    4. Ambience 4
    To my knowledge, Sugar Factory is known to be a celebrity internet sensation. To that end, it's fairly on point. The entire place resembles a bar mitzvah photo booth, which is certainly a vibe that some might covet. It's fun, but maybe lacks any real soul or content. The food (we shared a hot honey chicken and waffles) was good, not great. A regular vanilla shake was creamy and delicious. The menu did not match the online version, and none of what we'd expected to order was available, including the ridiculous s'mores shake (for our girls, I swear). Everything is crazy overpriced, but perhaps not relative to NYC standards. Our server was pleasant but seemingly the only person on the floor, so food was delivered sporadically, and the check took over 20 minutes to arrive though we were clearly finished. Overall, if you can afford it, Sugar Factory seems like a great place for a kids birthday party, especially if you're inviting Kanye and the Kardashians. We'll pass next time.

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  2. Adam VIP

    Dallas - Fort Worth2 reviews

    2.0

    Dined 2 days ago

    1. Overall 2
    2. Food 4
    3. Service 1
    4. Ambience 1
    I live in Dallas and never got the chance to visit The Sugar Factory before that location closed. After dining at the Times Square spot, I can see exactly why it didn’t survive in Dallas. The menu is diverse and the food itself is surprisingly decent… but the service was an absolute disaster. Our appetizer arrived with no flatware, and it took nearly 10 minutes to flag someone down to bring it… by which point it was cold. Drink refills weren’t just slow, they weren’t even free. My glass sat empty more than it didn’t. Worse, they’re charging nearly $50 for a single margarita. That’s not a typo. $50. The music was also ridiculously loud. Not festive… just deafening. Our waitress couldn’t even hear us order. It wasn’t fun or energetic, it was chaotic and uncomfortable. Not a pleasant environment at all. It wasn’t just our table… every group around us looked visibly frustrated by the lack of service and attention. And it seems the restaurant knows how bad it is, because every check, regardless of party size, includes an automatic 20 percent gratuity. That’s right, even solo diners get charged it. That says everything. This place survives in Times Square purely on the backs of tourists who don’t know better and won’t be back. In a city like Dallas, where repeat business matters, they didn’t stand a chance… and they earned that failure.

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  3. Kia

    Philadelphia County1 review

    2.0

    Dined 3 days ago

    1. Overall 2
    2. Food 1
    3. Service 2
    4. Ambience 3
    I’ve been to several sugar factories, and this one is the worst that I’ve been to. small crowed, no space and the food was soooooo nasty. We waited on everything the waiter wondered and wondered, and one guy came and just placed the food on the table didn’t even asked if it was ours or not. The only good thing was the HOST. She checked to make sure we were okay. CUSTOEMR SERVICE/FOOD is unacceptable for hard working people spending earned money. We rarely ate anything.

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  4. PhillyNewbie

    Philadelphia County1 review

    3.0

    Dined 3 days ago

    1. Overall 3
    2. Food 3
    3. Service 3
    4. Ambience 2
    This is a great restaurant if you want to end up with diabetes. The portions are ridiculous - would it kill you to have some reasonably sized and reasonably priced portions for those of us who don't want to end up obese? We had reservations and still had to wait a good 20 min to be seated. It was so loud, you could not converse with anyone and could barely order. The selection of food was wonderful, but a single platter was enough to feed 2-3 people. $25 dollar shakes (no smaller sizes) topped with an entire piece of cheesecake or other dessert - it was just too much. It certainly lives up to its name as a "sugar factory". The concept is cool, the execution needs a lot of work. The wastefulness is just beyond sickening. Don't go with just two people - you will leave/waste more than you can eat. Not worth the money or health implications.

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  5. Christine

    Caribbean1 review

    3.0

    Dined 3 days ago

    1. Overall 3
    2. Food 1
    3. Service 5
    4. Ambience 5
    The restaurant itself was great. Good atmosphere, fast service. I just did not like the penne Alfredo with chicken. It did not taste like Alfredo sauce at all, just garlic. I couldn't even eat it.

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  6. Nicole

    New York City3 reviews

    3.0

    Dined 3 days ago

    1. Overall 3
    2. Food 3
    3. Service 2
    4. Ambience 4
    Ive been to Sugar Factory before in the meat packing district and it was so great. However at the 44 street Time Square location it was a disappointment. First it took so long for the waitress to address us when we were seated. The food came out at different times. Ex: pancakes with bacon was ordered and we receieved the bacon and not the pancakes. 10 minutes pass i turn around and see pancakes that have been sitting there for 10minutes at the order counter. I then proceed to ask the server if those were our pancakes because we were waiting. She didnt know and we had to flag down another waiter. Drinks came out way after we ordered. We were missing food items. We were basically ignored most of the time. We had to request basic things such as extra plates for apetizer plate and we basically only received one plate. We had to get up to basically retrieve our own napkins after asking for extra multiple times. The person who took pictures of our group was more available than our waitress. We were a group of 8 and spent over $500. The service was not good and the food was mediocre. I would not go back to this particular location. For the little amount of people that was there we did not receive the service that we should have. Very disappointed.

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  7. Tameika

    Philadelphia County8 reviews

    4.0

    Dined 4 days ago

    1. Overall 4
    2. Food 3
    3. Service 5
    4. Ambience 5
    My kids were so in love with the smoky drinks and that was the main reason for our visit. The adult virgin was even better LOL. The food was ok. The salads suck especially the Chicken Caesar. I would return but only for drinks.

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  8. Dee VIP

    West Palm Beach98 reviews

    5.0

    Dined 5 days ago

    1. Overall 5
    2. Food 5
    3. Service 5
    4. Ambience 5
    We shared the rainbow burgers and classic ice cream sundae. The place was absolutely adorable. Service was fantastic and the food very delicious.

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  9. Janice R

    New York City2 reviews

    3.0

    Dined 6 days ago

    1. Overall 3
    2. Food 4
    3. Service 2
    4. Ambience 3
    The waitress stuck our group of 5 in a corner and didn't pay too much attention to us. Air conditioning vents covered in tree branches, was very warm, we complained, nothing done. Manager checked with all other tables around us but ours. Food was good, service terrible.

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  10. DESIREE

    Toronto / Ontario1 review

    2.0

    Dined on June 29, 2025

    1. Overall 2
    2. Food 3
    3. Service 1
    4. Ambience 4
    Beautiful place but the service was horrible. Only saw the waiter when placing the order and after that she disappeared. Had to ask a random waiter to give me napkins and to bring the check.

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FAQs

Sugar Factory - Time Square offers takeout which you can order by calling the restaurant at (347) 721-9066.

Sugar Factory - Time Square is rated 3.2 stars by 1144 OpenTable diners.

Yes, you can generally book this restaurant by choosing the date, time and party size on OpenTable.

  1. Home
  2. United States
  3. New York City
  4. Manhattan
  5. Theater District

Make a reservation

2 people
11:00 PM
Booked 66 times today
Google Map for Sugar Factory - Time Square

694 8th Ave, New York, NY 10036-7100

Additional information

  • Neighborhood
    Theater District
  • Hours of operation
    Daily 8:00 am–12:00 am
  • Price
    $31 to $50
  • Cuisines
    Contemporary American, Bar / Lounge / Bottle Service, Dessert
  • Dining style
    Casual Dining
  • Dress code
    Business Casual
  • Parking details
    None
  • Additional
    Bar/Lounge, Beer, Cafe, Cocktails, Counter Seating, Full Bar, Late Night, Takeout, Weekend Brunch, Wheelchair Access, Wine
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