Have you tried a cronut yet? If you haven’t, we’re not surprised. They’re almost harder to get than a Twinkie right now.
So what is a cronut? It’s a cross between a croissant and a donut — yummy layers of pastry dough fried like a donut. And now its creator has filed a trademark application to protect his new, very popular treat.
Created by Dominique Ansel of the Dominique Ansel Bakery in New York City’s SoHo neighborhood, the cronut debuted to rave reviews just last month (May’s flavor: rose vanilla; for June, it’s lemon maple.) Lines start at the bakery two hours before opening, but there’s no guarantee that you’ll get one since they sell out every morning.
Because of the pastry’s popularity and limited supply, a whole new service industry of cronut deliveries has emerged on the classified ad website, craigslist. Some listings offer to deliver cronuts for up to five times the retail price, plus a delivery charge. And some people crave cronuts so desperately that they post pleas like this: “three (3) 20-somethings at a vaguely relevant tech non-profit in ‘west soho’ in desperate need of the memerific nyc baked good du jour – cronuts. willing to pay up to 600x market value ($30) or in a more meaningful metric twice our hourly wage per cronut.”
Not surprisingly, cronut copycats are popping up all across the U.S. Washington, D.C.’s Chocolate Crust and Circle City Sweets in Indianapolis are both selling what they call a “doissant.” And the owner of Auddino’s Italian Bakery in Columbus, Ohio, has filed a trademark application for a similarly named “doughssant.” Cronut creator Ansel told CNBC: “I’m always flattered to be an inspiration, but my hope is that chefs get inspired to create unique items of their own and not copy so obviously.”
Here’s a copy of Ansel’s trademark application record from the Corsearch platform: