The good news: Finally, after nearly a year, there is no Cronut line! The bad news: It’s because Dominique Ansel’s bakery was shut down by the Department of Health for an apparent rodent problem on Friday afternoon. (I wonder what they’re going to do with all those extra Cronuts?)
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.”