UKRAINIAN VILLAGE — You can scream all you want, but if you arrived at a Ukrainian Village gelato shop after 7 p.m. Thursday and you didn't preorder the heavily hyped sweet treat it was selling, then you were out of luck.
"One lady yelled at me and said, 'You need to get the word out that you're sold out,'" Natalie O'Sullivan said.
Standing at the door to Black Dog Gelato at 859 N. Damen Ave., O'Sullivan was advising disappointed customers to "check Facebook and Twitter" for the next time Glazed & Infused and the gelato shop would be offering a mash-up of gelato and a doughnut in the form of a sandwich.
O'Sullivan, who normally works at Glazed & Infused's River North location, was in Ukrainian Village Thursday for the one-night-only promotion, which started at 5 p.m. but saw lines out the door and down the block by 4:30 p.m.
O'Sullivan said 311 people placed preorders for the four varieties of sandwiches at Black Dog Gelato's Ukrainian and Roscoe Village locations.
The treats sold out in about 1½ hours, O'Sullivan said.
Costing $6-$8 each, the sandwiches were offered in four combinations: apple fritter with salted peanut gelato, toffee doughnut with milk stout gelato, lemon doughnut with blueberry French toast gelato, or classic chocolate doughnut with Nutella and pretzel gelato.
On the gelato shop's Facebook page, Cara Roxanne described her experience with a lemon doughnut filled with blueberry French toast gelato.
"I am eating black dog gelato stuffed into a Glazed and Infused doughnut. It's like getting punched, kissed, then kicked in the mouth with joy," Roxanne wrote online, while around 7:30 p.m., Beth England sighed after being told by a cheerful yet empathetic O'Sullivan there were no more sandwiches.
"You can say I'm an idiot. I should have preordered," England said.
England, who lives just a few blocks away from the shop, said she'd been pulled into meeting after meeting in her home office and had been unable to leave her home until after 7 p.m.
"It's my favorite doughnut and my favorite gelato, I'm so bummed," the sales executive said before walking off.
Meanwhile, James Wilde, 24, who arrived around the same time as England had better luck — or, rather, had planned ahead.
Wilde, a chief technology officer for a startup company, had preordered three sandwiches on Tuesday.
Unwrapping one of them, Wilde showed off a doughnut glazed with toffee from West Town's Terry Toffee and containing milk stout gelato filling.
Wilde said he bought two sandwiches for himself and his girlfriend, as well as a third to give to his roommate, but he didn't realize his roommate would be traveling out of town for the Labor Day weekend.
Wilde said he didn't know what he would do with the third sandwich.