On Sunday afternoon, a queue stretched down Mulberry Street outside Myka, the Greek frozen yogurt shop in Nolita. Staff handed out paper cups to customers waiting in the early summer heat. Reports of thirty-minute waits have become common since early June, when videos of Myka’s tangy soft-serve began circulating on social media.
A small serving runs $7.50 before toppings. The yogurt is denser and less sweet than what’s found at Pinkberry or 16 Handles. Some visitors compare it to the version served at Santorini’s tourist stands, only colder and more sour. The lemon-honey drizzle is the most requested topping.
Not everyone finds the line worthwhile. On Saturday evening, several would-be customers turned away after seeing the length, heading for a Mister Softee truck parked at Kenmare and Lafayette. "It’s hot, and soft serve is soft serve," one said, holding a vanilla cone with rainbow sprinkles.
Myka’s owners say they are preparing extra batches daily to keep up with demand. They expect strong crowds through July, when nearby Elizabeth Street Garden hosts evening concerts. For now, a trip to Myka requires patience, or a willingness to settle for something less hyped—and less expensive—around the corner.