You won't miss this place for two reasons (both are on my photo). Firstly, Pishechnaya (from Russian pishka that means "a donut") normally has a line of people even outside it. Secondly, there is a neon lettering in English and it is very rare for places from the Soviet era. Pishechnaya is an iconic place for generations of Petersburgians who have come here to eat Russian donuts (without any glaze but with powdered sugar instead) and to drink bad coffee, which reminds them the one from a school canteen. It is important that the owners of this place try to keep the prices as low as possible making Pishechnaya a rare example of an iconic still very cheap place.