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Croissants and ‘Cronuts’ Set to Invade

Croissants and ‘Cronuts’ Set to Invade

Have you ever made a croissant? I am not speaking about Pillsbury Crescents or some ready-made approximation of a real French croissant, I am referring to laminated dough, with two or three rises, buttery soft interior, with a golden flakey exterior. No? I didn’t think so. This is not because they are not delicious; it is because they are a huge labor to pull off. This is why most people either buy their croissants fresh from the bakery (at about $2 or $3 a pop) or settle for some pale store-bought approximation.

The reason I bring up this bit of croissant shaming, is because Americans love croissants (like it is still the 80s) and the beloved pastry will soon be that much easier to obtain as Starbucks does for the croissant what it once did for coffee – baking and distributing them on a massive industrial scale.

About a year ago Starbucks purchased the hugely popular San Francisco bakery, La Boulange, for $100 million. According to an article in the Atlantic,  ”The goal was nothing less than serving La Boulange-quality croissants and other pastries to Starbucks’ 40 million customers in its 8,000 company-operated stores in the United States. Sandwiches, soups and salads wouldn’t be far behind.” While the Starbucks-sponsored croissant invasion has yet to commence, it is no doubt that they are poised to become “big bread” as much as they are now “big coffee.”

That said, the higher ups at Starbucks might want to take a page from the Dominique Ansel bakery in NYC, which is doing bonkers business with the “cronut,” a croissant-doughnut hybrid that has captured the dollars and imagination of indulgent New Yorkers. Like the Magnolia Cupcake craze of a few years back, these “cronuts” (at $5 a piece) are creating a mini-hysteria and selling out well before the late risers stumble in (there have been reports of “cronut” scalping for up to $40 each). Ridiculous? Sure it is.

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Eric Steinman

Eric Steinman is a freelance writer based in Rhinebeck, NY. He regularly writes about food, music, art, architecture, and culture and is a regular contributor to Bon Appétit among other publications.

75 comments

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6:13AM PDT on Jun 25, 2013

Thank you Eric, for Sharing this!

8:03PM PDT on Jun 16, 2013

OK so where is the reipe so we can just make out own?

9:22PM PDT on Jun 15, 2013

Thank you :)

2:48PM PDT on Jun 14, 2013

I ate my last croissant in Rome, Italy 1977...
I try not to become too addicted to this!...
Thank you.

7:11AM PDT on Jun 13, 2013

Sounds good..but very fattening! Maybe a once or twice a year treat?

4:09AM PDT on Jun 13, 2013

Okay--it still doesn't make me more likely to venture out to this coffee house. Thanks

6:36PM PDT on Jun 11, 2013

*it's

6:35PM PDT on Jun 11, 2013

I'm not sure why this article is at Care2, it seems like it promoting a new Starbucks product to me. I personally would prefer to see much less of this sort of thing at Care2.

10:07AM PDT on Jun 11, 2013

I buy them once in a while, but they are mass produced, made into a sandwich.

5:59AM PDT on Jun 11, 2013

thanks

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

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