More than a year after the debut of the Cronut, there’s still a line outside the Dominique Ansel Bakery in New York. The spectacle has attracted legions of copycats—Crumbs Bake Shop made the Crumbnut, Jack In The Box’s (JACK), the Croissant Donut. Under the circumstances, it’s surprising that Dunkin’ Donuts (DNKN) has taken this long, but starting on Nov. 3, the chain will offer its own “Croissant Donut.”
The company, which last week reported disappointing earnings, said its confection is not a Cronut derivative. It told the Associated Press that croissant-doughnut hybrids have been around for decades. Dunkin’ Donuts stores in Korea were selling one, called the New York Pie Donut, last summer.
Courtesy Dunkin' Donuts
Dunkin’s new Croissant Doughnut has 24 layers of dough and is covered with the same glaze used in its classic glazed doughnut. (The Korean version isn’t glazed.) Neither has cream filling, although if the launch goes well, future versions might offer it.
The marketing for the pastry takes some cues from Ansel, which makes only a few hundred Cronuts every day and sells out before most people arrive at work. Dunkin’s Croissant Donut also “will be made in limited quantities and served each day while supplies last,” according to the press release. Still, with more than 7,900 locations in the U.S., it will be easier to get than a Cronut.
To add a touch of luxury to the Coissant Donut, which will cost $2.49, Dunkin’ Donuts will package them in a box with a clear window. (The Cronut comes in a yellow gift box.) Ansel doesn’t seem worried about copycats—or he means to discourage them in an unusual way: He released his recipe, a 2,300-word epic requiring two hours of prep time spread over three days. At that point, waiting in line might be easier.
Sunday in line for the original “Cronut” by @dominiqueansel. The demand for the original stands strong. pic.twitter.com/rGGEdhkhft
— Andy IMKING (@AndyIMKING) October 16, 2014
