Dunkin' Donuts plans to release a croissant-doughnut in the U.S. next week and begs everyone not to call it a cronut.
According to the Associated Press, the doughnut chain will release the limited edition "Croissant Donut" starting November 3. Last summer, Dunkin' Donuts released a cronut in South Korea they called "New York Pie Donut."
New York-based Dominique Ansel Bakery introduced the now trademarked cronuts more than a year ago. It became a viral hit and inspired a lot of imitations and knockoffs from other brands.
In a phone interview, Dunkin' Donuts' president John Costello said, "Are we copying a specific bakery in New York? The answer is no."
Costello said that the brand has been mixing doughnuts and croissants for years. They look at customers' consumption to read trends and to release products that will suit the consumers' taste.
The Croissant Donut is just one of the new products the doughnut chain plans to release in response to the disappointing results of its last quarter sales. It's a warning that the chain may not meet its long-term goals at the end of the year. Besides the change in trends, there's a rise in competitions as restaurants like Taco Bell offering breakfast menu.
Priced at $2.49 each, the Croissant Donut is 50% cheaper than the usual cronuts, but a dollar pricier than the chain's usual donuts. This can be profitable for the company.
The version that will be released on the 3rd will be covered with the same glaze used for its Glazed Donut, but doesn't have fillings like most cronuts. In the future, Costello said the chain looks into releasing versions with variations of glaze and fillings.
A statement from the Ansel Bakery stated, ""From our understanding, Dunkin Donuts item is called a 'croissant doughnut'. This is not an infringement on our trademark for CronutTM."
They said they respect large corporations who respect the trademarks of smaller companies like the New York-based bakery.
The Croissant Donuts will be sold in limited quantities for $2.49 per piece starting Nov. 3.
