Sugar Factory - Time Square

Sweet Spectacle in the Heart of Times Square

Located just steps from NYC’s biggest entertainment venues, Sugar Factory - Times Square is a high-energy, over-the-top restaurant known for its colorful, Instagram-worthy aesthetic. Offering a playful twist on Contemporary American cuisine, this spot is famous for its towering desserts, signature smoking goblet drinks, and celebrity-inspired menu items. With seating spread across a massive space—including a glitzy dining room and candy store-style entrance—it's a sensory overload in the best way.

Why Concert-goers love it

This spot is made for the pre-show crowd. It’s located within walking distance of several major concert halls and theaters, making it a go-to for fans wanting a quick bite before showtime. The vibe is loud and lively, so no need to whisper over your milkshake. Plus, the fast-paced service ensures you won’t miss the opening act—even if you stop in last minute.

Who this Restaurant is great for

• Groups of friends looking for a fun, shareable meal before a show
• Solo travelers who want a memorable dining experience with a side of people-watching
• Couples making a romantic night feel extra sweet
• Fans who want a high-energy, festive spot to kick off the night
• Budget-conscious music lovers who still want big portions and photo-worthy food

What People Say

Guests love the playful atmosphere, calling it “a candy-coated dream” and “perfect for celebrations.” The goblet drinks are a fan favorite, and many reviewers mention the large portion sizes and fun presentation. The staff gets high marks for being upbeat and patient—especially with kids and large groups. Reviewers also praise the restaurant’s location as ideal for pre-theater or pre-concert dining.

Areas for Improvement

While the over-the-top decor is part of the charm, some diners mention that it can get very loud during peak times. A few reviews note that the prices trend high for what you get, especially for drinks. And if you’re hoping for a quiet, intimate dinner, this probably isn’t your scene.

The Bottom Line

For concert-goers looking to start the night with a bang, Sugar Factory offers a bold, buzzy, and photo-worthy dining option just minutes from the music.