A doughnut shop that has served the New York population for 43 years is set to sink its teeth into competition with a powerful franchise moving in nearby.

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Donut Pub owner Buzzy Geduld told the New York Daily News that his 24-hour store was up for the daunting challenge that the opening of a Dunkin' Donuts store nearby would bring.

"It's the old David and Goliath," the 63-year-old said. "Having said that, we think we've got a good slingshot."

Fans of Geduld's store, which opened in 1964, credited it with an abundance of charm in contrast to the more regulated yet convenient franchise locations.

While Geduld bested a Dunkin' Donuts store years ago, he was hesitant to think that he could force this version to close its doors.

"They're more aggressive, better financed and certainly more sophisticated in their marketing," he told the paper. "We're just going to keep doing what we've been doing all these years and hope for the best."