damnlines.comdamnlines.comA tiny Upper East Side confectionery, run in partnership with the Zabar family's Noglu, whose torched-marshmallow s'mores hot chocolate went viral on TikTok and Instagram, spawning long walk-up lines at its storefront and its seasonal Rockefeller Center truck.
damnlines hasn't pointed a lens at Glace yet. The most-wanted lines get a camera first.
Gothamist's own reporter went to try the viral $10 s'mores hot chocolate and found a real line even on an average weekday — about 15 minutes with 17 people ahead around 12:30 p.m. on a Friday — while other customers told Gothamist waits ran "upward of 30 minutes," often standing in freezing weather. The piece traces the frenzy to a TikTok/Instagram viral moment that pushed daily sales from roughly 60 cups a day to as many as 1,400 on the Saturday before New Year's, forcing owner Sasha Zabar to overhaul the ordering system after the chocolate supplier itself ran out of product.
The line isn't confined to the Madison Avenue storefront: per Gothamist's reporting on the brand, Glace's seasonal Rockefeller Center truck has drawn 100+ person lines with waits running up to an hour during peak December demand. Time Out's coverage of that truck — open daily noon to 7 p.m. at Center Plaza during its run — tells visitors to "prepare to wait — and prepare for it to be worth it."
No dine-in reservation system is reported at either location; Glace functions purely as a walk-up ordering window. Per Time Out's rundown of the truck's menu, flavors range from classic s'mores to salted caramel, cookies and cream, brownie batter, and Ferrero Glace, with Gothamist reporting storefront prices between roughly $7.50 and $14.
Patterns as reported by press and regulars — not measured by damnlines.
Reservations: No reservations at either location; walk-up ordering only, per Gothamist and Time Out.
Walk-ins: Yes — walk-up line only, per Gothamist.
The seasonal Rockefeller Center truck runs daily from noon to 7 p.m. during its active season, per Time Out; storefront hours are not consistently reported and should be checked directly.
Reported waits range from about 15 minutes on an average weekday afternoon to "upward of 30 minutes" on busier days, per Gothamist's own visit (17 people ahead around 12:30 p.m. on a Friday). The seasonal Rockefeller Center truck has drawn lines of 100+ people with waits running up to an hour during peak December demand, per Gothamist.
No reservation system has been reported at either the Madison Avenue storefront or the Rockefeller Center truck; both operate as walk-up ordering windows, per Gothamist's coverage of the storefront and Time Out's coverage of the truck.
Yes — walking up and joining the line is the only way to order, per Gothamist, though be ready to wait, especially in the afternoon or during holiday season when the Rockefeller Center truck can see 100+ person lines.
Its roughly $10 torched-marshmallow s'mores hot chocolate — semisweet 56% cacao chocolate topped with a brûléed marshmallow crown — took off on TikTok and Instagram, per Gothamist, pushing daily sales from around 60 cups to as many as 1,400 in a single day around New Year's.
The original storefront is on Madison Avenue at 90th Street on the Upper East Side, run in partnership with gluten-free bakery Noglu, per Gothamist. Glace also runs a seasonal truck at Rockefeller Center's Center Plaza, open daily noon to 7 p.m. during its run, per Time Out.
Sources: Gothamist · Time Out New York · Yelp