The Cronut Creed: Dominique Ansel’s Top Five Rules About The Cronut

Since launching the croissant-donut hybrid known as The Cronut on May 10th, Dominique Ansel has never been the same. Instantly, the famed French pastry chef’s namesake bakery in Soho has become the hottest New York venue between the hours of 5:30am and 8am – and it’s not even a nightclub. 

Folks from as far as Dubai and Australia are flying in to get a taste of the flaky, creamy, sweet phenomenon. This week, I sat down with the chef who – like Madonna and Cher – has now been most commonly referred to as simply "Chef," to discuss The Cronut Creed: his top five rules about baking, devouring, and loving The Cronut.

1. The Cronut Shalt Not Discriminate.

While only 300 cronuts are made a day, and only the early-birds can snag ’em, The Cronut feeds a worldly crowd that’s, according to Dominique, "half tourists, half locals, including people who have flown in from Taiwan, Japan, South America. You name it."

2. The Cronut Shalt Not Be Scalped.

Now that scalpers are flooding Craigslist with under-the-table, expensive cronut offers, food has for the first time become a Craigslist scalping commodity. "And I don’t like it," says Dominique. "It’s why we limit the number of cronuts people can get in the store to two."

3. There Is No Wrong Way To Eat A Cronut.

"You can cut it in half," the chef says. "Just bite into it, take it apart layer by layer. But everyone has their own way. Whichever way you have the most fun eating it, is the best way. My favorite is to cut it in half."

4. The Cronut Must Be Eaten Within Six Hours.

"It takes three days to make, is fresh for six hours, and eaten in 30 seconds," he says. "Eat it while you can."

5. One Shall Be Selfish With Their Cronut.

"A lot of people come in early and alone, and come just for a single cronut for themselves with their coffee. And that’s very okay."

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The Cronut

EMM Group’s Sweetest Weapon: Pastry Chef Thiago Silva

Arriving ravenous to an interview with a renowned pastry chef was a bad idea. I knew it the moment Thiago Silva – the 28-year-old Brazilian executive pastry chef behind all OF EMM Group’s restaurants –  placed a massive, glazed green tea donut and mini honey jar before me, and uttered three little words: “It’s cream-filled.” With that, I was off to the races, cutting open the donut, scooping up the green tea mascarpone cream, drizzling the honey all over its lemon honeycomb-topped self, and leaving no crumb behind. Thiago wasn’t fazed. It’s most patrons’ natural response to the signature dessert at The General – EMM’s newest hotspot: an Asian-inspired bar, restaurant, and downstairs jazz lounge.

But at The General, the doughnut doesn’t stop there; the Bowery spot has become known for Thiago’s most nostalgic, breakfast creation: cereal-topped doughnuts. Yes, doughnuts topped with Fruity Pebbles, Cocoa Puffs, or Cinnamon Toast Crunch, and filled with their respective cereal creams. “A lot of people think I was high when I came up with the idea,” Thiago says. “But I wanted a breakfast item, so I combined my favorite breakfast cereals with my really great doughnut recipe.”

The doughnut recipe is another wildfire idea Thiago’s concocted that’s become EMM Group’s top-ordered dessert across all their restaurants. On the sweets menus of their spots CATCH NY, CATCH Miami, Lexington Brass, and Abe & Arthur’s, you’ll find one signature doughnut. For CATCH Miami, it’s their key lime doughnut. At The General, it’s green tea. For the rest it changes, with flavors like pumpkin and peaches and cream.

But Thiago – the man who grew up in Astoria and ironically bellowed “Feed me, feed me, Seymour” in his star-turn as the man-eating house plant in his high school’s production of Little Shop of Horrors  – brings more than doughnuts and plated desserts to NYC. He’s also a master of cakes, known for creating outrageous cakes for EMM’s clients, most notably a four-foot-by-four-foot 16th birthday cake with a confetti cannon, fog machine, and lights. Suddenly, the chef doubles as an electrician.

“I googled how to do the electrical and wood work for the cake,” says Thiago. “And that’s what I love about making cakes – you never make the same cake twice, you never know what kind of order you’ll get. It’s a collaboration with the client, and you’ve got to deliver and make it memorable.”

Thiago, who’s had no formal culinary training, has made lots of memorable cakes for folks you might recognize: Brooke Shields, three cakes for Sofia Vergara, and the entire New York Giants squad, the day after they won the Super Bowl.

“That was the best, they’re my team,” says Thiago. “And Sofia is funny; she told everyone at the party that she stayed up all night making the cake.”

But nowadays the chef is staying up all night for a whole new reason: he and his wife have just had a baby boy. Full name: James Brenden Silva (adorable video here).

“He’s my favorite kind of sweet,” Thiago says. “Him, and tiramisu.”

The General

Learn more about chef Thiago Silva, & follow Bonnie on Twitter here