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Brief Published: 12 Jun 2013

The Cronut Phenomenon

Extra

The Cronut – a half croissant, half doughnut hybrid created by Parisian pastry chef Dominique Ansel – has become a New York gastronomic sensation and is capturing the imaginations of consumers and copycat brands worldwide.

The sweet treats – launched at Ansel’s eponymous SoHo Bakery in May 2013 – have proven so popular that would-be customers are advised to arrive two hours prior to the bakery’s opening time (6am) to nab one of the 200-250 Cronuts produced daily, which routinely sell out within an hour. 

Indicative of its popularity, the Cronut has generated an enthusiastic fan-driven social media presence. Cronut.org is a ‘home for Cronutophiles’ showcasing fans’ photos and aggregated Cronut-related tweets. These include ones created by New York hotel Mondrian SoHo, which asked followers: “What would you do for a Cronut? Tweet us and we might just have an extra one for you.” Meanwhile, US news website Fox News reports that Cronuts, normally retailed at $5 each, are going for up to $40 on US listing site Craigslist.

Since the inception of the original Cronut, a legion of copycat iterations are popping up globally. The MoVida Bakery in Melbourne, Australia has now conceived the Dossant, while Washington DC’s Chocolate Crust bakery launched the Dossiant. The Wildflour Cafe + Bakery in Manilla, Philippines has also joined the trend with its croissant-donut. 

In an attempt to hold fans’ interest, Ansel’s Cronuts will be given new monthly flavour profiles, kicking off with Lemon Maple for June 2013. Read more about eateries capitalising on one stellar signature dish in Single-Dish Restaurants, and more about food-culture trends in The Global Food Love-In.

Dominique Ansel

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