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Beiler's Donuts to open a shop in University City

The family-run Reading Terminal Market mainstay is expanding.

Beiler's, the Reading Terminal Market doughnut institution, has signed a lease for a bake shop in University City.

Due to open in early 2017, the Beiler's location at Chestnut Hall will sell not only dozens of varieties of store-baked yeast donuts but Bassetts ice cream and coffee. It will be on 39th Street midblock between Chestnut and Sansom Streets.

Kevin Beiler, a son of Alvin and Ruthie Beiler who runs the business with younger brother Keith, says hours are to-be-determined but will not be night-owl. In other words, no 3 a.m. Boston cream runs.

The Beilers, originally from Intercourse, are eyeing further expansion, having opened a shop earlier this month in Champion Forge Center, 398 Harrisburg Ave., Lancaster. Another Philadelphia location is planned.

The Beiler's shingle has hung at Reading Terminal Market since 1985, when Alvin and Ruthie Beiler assumed operation from her parents, Gid and Rebecca Dienner.

Kevin Beiler says the top-selling variety is the apple fritter, followed by salted caramel and maple bacon.

Tip: The family pronounces the name BAY-ler.

Beiler credits architect Ed Eimer and Realtor Christian Van Horn for cinching the deal.

In other Penn campus hot-out-of-the-oven news:

The University City branch of Montreal-inspired Spread Bagelry (3602 Chestnut St.) is a couple of weeks out, says owner Larry Rosenblum.