GRAND RAPIDS, Mich. (WOOD) -- There was a line out the door at a Grand Rapids storefront Friday, but it wasn't for Black Friday deals.
The customers were in line for the late-night, "NSFW" Slutty Buns bakery, which was serving up cinnamon rolls out of Chef Shack at 1003 Lake Drive near Diamond Avenue after shifting from its original plan to offer pick-up or delivery only out of the incubator kitchen at the Grand Rapids Downtown Market.
"This gives us a customer-facing retail space where guests can walk in and experience the brand in person, which felt like the right move for our community," founder Amanda Stauffer said in an email to News 8.
The bakery has been catching attention online since launching its social media accounts in October, with one video posted to TikTok garnering more than 200,000 views.
Customers in line Friday were excited for a chance to try the viral cinnamon rolls -- like the "cinn-a-slut," a classic cinnamon roll with buttercream frosting, and the "sticky situationship," with peanut butter filling, PB frosting, salted caramel and toasted pretzel -- for themselves.
"Wanted to see what all the hype is about," customer Monica Hall told News 8. "They look delicious, so I can't wait to try some."
The first customer in line, Stacy Heyman, said she'd been waiting since 6 p.m., around two hours before the bakery opened its doors.
"I wanted to be first in line to try Slutty Buns," she said. "Found them on TikTok and Instagram and decided I needed to come try them."
One customer, Cory Allen, said she'd driven up from Hudsonville to try the cinnamon rolls. When asked which of the cinnamon rolls she'd be getting, she wasn't sure.
"I don't want to settle for one. I might leave with three, they all sound really good," she said.
"I love seeing these types of things happening in our community," she added. "We spend a lot of time in Grand Rapids, we had a night of food adventure. We went to the Black Napkin first. ... We love those things."
During its soft opening, Slutty Buns is offering a first come, first serve limited menu. It sold out in under an hour its first day open on Nov. 21, Stauffer told News 8.
Next month it will be open Thursday through Saturday from 8 p.m. to 1 a.m. and is set to add online ordering and delivery options.
The bakery says it's aimed at those looking for a late-night treat in the Grand Rapids area.
Some customers waiting in line Friday said it was better than waiting for Black Friday deals.
"I kind of feel like we're outside for the Black Friday shopping," Hall said. "I did not go Black Friday shopping today -- I'm here for the food."
"I hear they're amazing and it's the cool thing to do right now, right?" Allen said. "Who doesn't wait in line for something fun on Black Friday?"