At Loser's Eating House in New York City, you can enjoy the giant cinnamon roll of your dreams.

"We have our sourdough cinnamon roll. It's buttery and rich, balanced from the sugar with the salt," baker and owner Lizzy Koury explains.

"And New Yorkers love a secret door with something behind it." Though the 'secret door' may referring to her currently-inconspicuous prep space, NYC's love and excitement for the bakery is palpable: the viral treat's success has turned Koury's hobby into a full-time endeavor, and she has imminent plans to open a proper storefront.