Viva La Dough has opened a fully kosher pop-up inside the annual Macy’s Herald Square Holiday Market, bringing a unique French-inspired concept to one of New York City’s busiest seasonal destinations. Running from November 7 through January 3, this temporary stall introduces croissant-based pizzas, fresh pastries, and other baked items to the Midtown holiday crowds.

Croissant Pizza Arrives in NYC

The headline item at Viva La Dough is its croissant pizza, a buttery, laminated-dough take on classic pies. Prepared and baked fresh on-site, the croissant pizza is available in multiple formats, including croffles, half pies, and whole pies. Menu options shown at the stall include Margarita Basil, Eggplant Peppers, Pesto Broccoli, Cheese Truffle Oil, Vodka Sauce Pasta, Mushroom Roasted Garlic Truffle Oil, and other rotating special pies.

The croissant dough base gives each pizza a crisp exterior and flaky interior, creating a hybrid that stands out among typical holiday market offerings. Prices posted at the booth include croffles at 4.95, half pies at 8.95, and whole pies at 12.95.

Fresh Pastries and Baked Goods

Alongside the croissant pizzas, the pop-up offers a variety of pastries displayed at the counter. Items include almond croissants, cookies, and additional laminated desserts crafted daily. A sticky bun and pasta-styled baked dishes also appear on their printed signage.

The layout of the stall features warm lighting, decorated pine garlands, and a pastel French-themed design that matches the brand’s identity. Staff are actively preparing baked goods behind a glass display, emphasizing the handmade, fresh-baked approach that Viva La Dough promotes.

Seasonal Presence at Herald Square

This pop-up operates within the UrbanSpace-run holiday market adjacent to Macy’s Herald Square. The space historically hosts a rotating lineup of vendors throughout the season, but a fully kosher stall featuring dairy pastries and croissant pizza is a notable addition. The stand is active during typical holiday market hours, drawing shoppers, commuters, and tourists passing through the Broadway and 34th Street corridor.

Location, Hours, and Kosher Certification

Viva La Dough is located at the Herald Square Holiday Market, operating from November 7 through January 3. The pop-up is certified kosher by Mehadrin Kashrus under the supervision of Rabbi Avrohom Marmorstein. All baked products are pas yisrael and dairy items are cholov yisrael. Fruits and vegetables are checked where required.