As a donut shop, it is probably the closest thing you'll find to home if you're from the Midwest. It's a step above the other donut shops, and the prices are certainly reasonable. The cake donuts are pretty good, and have the right balance of sweetness. Other shops I've been to around here sell fried diabetes, but here they get it right.
If you're an east coaster, Dunkin is right up the street ;-)