Year In Review: Cronut Timeline 2013
Merrill Shindler - December 2013
May 10: The Cronut Craze begins when Dominique Ansel of the eponymous Dominique Ansel Bakery in New York City introduces this shotgun marriage of a croissant and a doughnut. Carb-starved New Yorkers, desperate to be the first to taste the next big thing, begin lining up immediately. The bakery opens at 8 a.m. All the Cronuts sell out in 35 minutes. Ansel applies for a copyright of the name.
May 15: The crowds waiting for Cronuts begin to grow ugly. Ansel tweets: “It is not OK to flip off our baristas because we are out of Cronuts. Wtf!”
May 16: Production of Cronuts reaches 200 a day. Crowds continue to grow—with a six per-person limit. One would-be fan posts that he’s sending his wife from Sydney, Australia, to New York City to pick up a box.
May 30: Sales reach 5,000 Cronuts since their debut. Ansel adds lemon/maple, causing near riots.
May 30: New York magazine’s Daily Intelligencer suggests that Ansel should strike a deal with Starbucks to sell his Cronuts, which would place the pastry hybrid in Starbucks around the world. The mag points out that Starbucks’ deal with Bay Bread was worth $100 million. Meanwhile, Cronuts are sampled on the Today show—where Matt Lauer sniffs that he prefers muffin tops.
May 31: Ansel drops the six per-person limit to two per-person. Lines form at 5 a.m.
June 3: Reports appear that copyrighted Cronuts have spawned a spin-off called Doissants, for sale at Chocolate Crust in Washington, D.C., along with bakeries in Indianapolis, Los Angeles, and, yes, Australia.
June 6: Ansel reacts to the growing craze, tweeting: “Hey there copycats, if we’re ever in a room together, I will be able to look you in the eye. Will you be able to do the same?”
June 6: A poster is found for sale online, reading: “Keep Your Eye on the Cronut and Not on the Hole” and “Keep Calm and Cronut On.”
June 7: An ad pops up on Craigslist, supposedly from Ansel, looking for a dedicated Cronut chef to add to his team. The ad turns out to have been a hoax, as no such position exists in the bakery.
June 12: Reports emerge that imitators are everywhere, with Croissant Donuts served at branches of Gregory’s Coffee in NYC, and Kronut Krullers at the Red the Steakhouse chain in Florida.
June 17: Ansel announces a crackdown on delivery services and scalpers, who have been—are you ready for this?—charging $100 for a single Cronut (which goes for $5 at the bakery). They also offer 10 for $3,000. And As Summer Begins: Reports emerge of a Cronut Burger, a Crossan Wich, a Cronetto, and a Croque Croissant. Following in the footsteps of the Today show, the Cronut appears on Good Morning America and Piers Morgan Live.
Aug. 13: A group of girls find abandoned Cronuts in a trash bag outside Dominique Ansel Bakery and run off with them into the night.
Aug. 14: Candidate for city controller Scott Stringer is filmed eating a Cronut. He eventually won, beating Eliot Spitzer in the Democratic primary.
Aug. 20: Ansel announces a cookbook deal with Simon & Schuster to release Dominique Ansel: The Secret Recipes in October 2014. • Spies report that Cronuts are for sale at Food Emporium (but they were fake).
Sept. 16: Eater NY publishes a photo of Dominique Ansel Bakery at 10 a.m. There’s no line. None. Nobody. There are plenty of Cronuts for sale. Eater is kind enough to mention that there’s still a line on Sundays. Eater later issues a correction to their article as they had simply come on a day where the team discovered extra Cronuts they forgot to sell.
Sept. 17: Shake Shack and Ansel team up for one day only to sell Cronut holes in a custard dessert, called Cronut Hole Concrete, to benefit charity. The concretes raised $5,300 for the New York City Patrolmen’s Benevolent Association Widows and Children’s Fund, and the Madison Square Park Conservancy. The wait for a concrete was reportedly as long as six hours, with fans lining up at 4 a.m.
Sept. 18: Safeway begins selling Dou’ssants!
Oct. 16: The more than a 100 year old Rinkoff Bakery in London is reported to have added Crodoughs to its product line, after seeing Tweets wondering why there are no Cronuts in London. The Crodoughs have been joined by Fauxnuts and Dosants, none of which are served with fish or chips.
Oct. 22: Ansel sells 12 Cronuts for $14,000 at City Harvest’s annual Bid Against Hunger auction in just 20 minutes.