a long oneBar or Long John

One rectangular raised donut, at least five names, and a map of the country hiding inside a bakery case.

— *Long John — the Midwest, Canada and Texas. — Bar — the West Coast: maple bar, chocolate bar, filled bar. — Éclair — the Mid-Atlantic and central Canada, where it is marketed that way even though an éclair is choux pastry with fondant and a Long John is yeast dough. — Finger doughnut, and cream stick when filled — parts of the Midwest. — Maple creamstick, maple bismarck, maple-glazed Long John* — the same pastry again, named by its icing.

*Bismarck for a filled round holds in the Upper Midwest, where a case label will say it and nothing else; elsewhere it is a jelly donut. Fry cake for a cake donut survives on older signs. Jimmies for chocolate sprinkles belongs to Boston, Philadelphia and New England and is first recorded in 1930. Bear claw is Western American English, first attested in a Sacramento bakery advertisement on 13 March 1914. Kolache* in Texas usually means a klobasnek, which Czech Texans will tell you is a different thing.

A search that only matches the word a shop happens to print will miss half the country. This site's search carries the synonym groups above, so a search for one name returns shops and pages using the others.