Bess Eaton opened in the Bridge Market on Saturday, and employees said they saw a steady stream of customers happy to see an alterative to other doughnut shops.
Chocolate sprinkle doughnts are the most popular so far.
"We went through spurts where there were over seven or eight people in line, but people were patient," said Ashley Campbell, who worked at the counter the first three days. "They're just excited that we're open."
Joe Gingerella, of Groton, picked up coffee for his mother on Tuesday.
"Absolutely enjoy the place," he said. "We haven't had one here in a long time, and my mom's excited about it."