A look inside the new Beiler's donut shop in University City

Beiler's, 3900 Chestnut St. (on 39th Street inside Chestnut Hall).

Beiler's, the Reading Terminal Market-based doughnut institution, will open its University City outpost on Tuesday, Feb. 28 — appropriately Fasnacht Day.

Beiler's new bakery has 1,800 square feet in Chestnut Hall (3900 Chestnut St., entry on 39th Street between Chestnut and Sansom Streets).

The soft opening — and what else would a donut shop have, eh? — is the night before, but it's invitation-only. What could be cruller than making donut fans wait an extra day? So many hurt fillings.

The Penn crowd can do more than fritter away its food budget on donuts. The menu has expanded to include Bassetts ice cream from the Terminal, along with smoothies/frappes and a line of coffee/espresso drinks.

The shop, with service from a snazzy-looking counter, has about 25 seats. Hours: 7 a.m. to 7 p.m. Monday to Wednesday, 6:30 a.m. to 7 p.m. Thursday to Saturday.

Kevin Beiler, a son of Alvin and Ruthie Beiler who runs the business with younger brother Keith, says the family is eyeing further expansion, having opened a shop last year in Champion Forge Center, 398 Harrisburg Ave., Lancaster.  

The Beiler shingle has hung at Reading Terminal Market since 1985, when Alvin and Ruthie assumed operation from her parents, Gid and Rebecca Dienner.

Say the name "BAY-ler," as they do back in the family's hometown of Intercourse, Pa.