Best way to describe the product? Overrated and over priced.
The variety is limited to a couple of types of donuts (long John and cake), but a dozen or so icing variation on the same type of donuts. The icing is about 2 inches thick, way to sweet, and tastes boring.
The lines are long, but you can totally blame the locals for that since it is another one of those "flavor of the month" places that people of the Madison area love to flock to... need to be part of the crowd.
If you like flavorless donuts, or looking to get diabetes overnight, this is the place to be.
My suggestion, drive 15 minutes downtown to Greenbush Bakery and get a WAY better donut.