Retail Startup Hopes You’re Still Aware of the Cronut Craze

For many, the “what the hell is that” cronut phenomenon has come and gone, wearing out its 12 minutes of fame to make way for other, less “innovative” pastry diversions.

But a certain “online gourmet food and gift curator” hopes a few sweet-toothed individuals remember. Goldbely‘s selling point is an ability to deliver specialty foods from (almost) anywhere in the U.S. to your door. Say you live in Wisconsin but you’ll die if you can’t taste the legendary cookies from Momofuku Milk Bar. Or, on the flip side, you’re a city slicker who would love nothing more than a taste of that famous King’s BBQ from Kinston, North Carolina.

In both cases, Goldbely could theoretically help you scratch that delicious itch.

Company co-founder Joel Ariel told Fast Company that “This is literally the number one food item people are requesting in the universe,” so his team worked for six months to secure a deal with Dominique Ansel, the man who invented the fad.

The deal was that fans could buy said ‘nuts for this past weekend only. Things went pretty crazy pretty quickly:

Don’t worry, though: the story still ends well for some.

We’re not sure how well this stunt will work in the long run, but it was definitely more effective than hiring a celebrity spokesperson. Less expensive, too.

And for the record, we will never get tired of sharing this totally underwhelming image of a cronut. Did it taste pretty good? Yes. Was it worth an hourlong wait or a $50 fee? Absolutely not. What a ridiculous question!

(H/T Fast Company)

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.