Fray’s Donut House to open in former Dunkin’ space in South Pasadena
/Fray’s Donut House will open its fourth Pinellas County location in the former Dunkin’ Donuts space in South Pasadena | Costar
A familiar Pinellas County doughnut shop is coming to South Pasadena.
Fray’s Donut House will open at 1200 Pasadena Avenue South, taking over the former Dunkin’ location just down the street from Ted Peters Famous Smoked Fish.
The shop is expected to open in January 2027.
Serey Siev, who will co-own and operate the shop with his wife, Phiny Long, purchased the building last month for $925,000, according to Pinellas County property records.
The building will receive mostly cosmetic updates before reopening, including the installation of Fray’s familiar white sign with red and black lettering.
The South Pasadena location will serve more than 30 types of doughnuts, from glazed, chocolate frosted, cinnamon sugar, Boston cream, rainbow sprinkle, and old fashioned varieties to cronuts, apple fritters, and éclairs.
The shop will also serve muffins, cinnamon rolls, breakfast sandwiches, espresso drinks, and drip coffee.
The South Pasadena shop will serve more than 30 types of doughnuts, including glazed, chocolate-frosted, and cinnamon-sugar varieties. | Fray’s Donut House
Each Fray’s Donut House is independently operated, so the South Pasadena menu will have some differences from the other locations. Siev and Long plan to model it closely after the Fray’s on Park Boulevard that Siev operated for roughly 15 years.
“I’m trying to keep as much as possible from what I offered at the Fray’s on Park Boulevard,” Siev said in a conversation with St. Pete Rising. “It will be almost exactly the same menu, but it might be a little different from the other locations.”
The new shop will be the fourth Fray’s Donut House in Pinellas County, joining locations on 16th Street North and 34th Street North in St. Petersburg, as well as Park Boulevard in Pinellas Park.
Bill Fray opened the original Fray’s Donut House at 5236 16th Street North in 1993.
He later expanded the business with additional locations in St. Petersburg and Pinellas Park before selling the shops after his wife died in 2001. Several were sold to employees and now operate independently.
Siev was not one of Fray’s employees, but he had spent years in the doughnut business before purchasing the Park Boulevard location from Fray in late 2009.
Serey Siev, pictured at Fray’s Donut House on Park Boulevard, will open a new Pasadena Avenue location early next year | Fray’s Donut House
His parents immigrated to the United States from Cambodia in 1979 and opened doughnut shops in San Diego and Lake Tahoe. Siev began learning the trade from his uncle, a baker, when he was 15 or 16, then went to work in his parents’ shops as a young adult.
“I’ve been making doughnuts for 40-something years,” Siev said. “I know how to make doughnuts like the back of my hand. I’m going to try my best to put out a good product.”
Siev sold the Park Boulevard business in 2024 after health problems forced him to step away from work. After several years away, he said he is feeling better and ready to return.
“I got bored, so I purchased that place,” he said. “I’m going to turn the old Dunkin’ into a Fray’s Donut House.”
