Long before the resurgence of Brooklyn and the birth of the Cronut, there was a West Coast revolution in sugar, flour, and yeast. These basic components behind the humblest of all pastries were elevated by two Portland entrepreneurs into a deep-fried mecca called Voodoo Doughnut.
The Cronut Project was born when three advertising agency interns were given a $1,000 budget and the mandate to do as much good as possible. Taking a little bit of inspiration from Fast Company, they are soliciting donations for the Food Bank of New York with a delicious (and flaky) twist: They have partnered with Dominique Ansel, baker-creator of the smash hit pastry that combines the best of a croissant and a doughnut, to offer a limited edition passion fruit flavor.
Every day this week, the largest-dollar donor, plus a random donor, will get one of these special cronuts.
Introduced last month, the Cronut has customers lining up outside Cronut creator Dominique Ansel’s SoHo bakery at 6 a.m., and the store regularly sells out its daily production of at least 300 within a half-hour after opening. This enormous popularity is no accident. In fact, the Cronut’s success reflects the many strengths that characterize America’s small-business sector.
Here’s the small-business recipe for a Cronut-level hit:
1. A dollop of product innovation.
2. A dash of social media and marketing.
3. A pinch of sustainable growth.
[Image: Flickr user Katy Watts]
“The cronut craze may sound like another tale of New York City excess. Yet most of us have experienced the agony of waiting in a long line for the latest gadget, a hot new movie, or a table at a favorite restaurant. Whatever awaits us on the other side, we tell ourselves that standing on our aching feet for an hour or longer will be worth it.”