2024-03-23 14:00:00
Born in October 2022 in a Paris bakery, this mixture of croissant and cookie has been a success as crazy as it is unexpected. Great chefs even offer their reinterpretation of this recipe.
After the «brookie» and the «cronut»here is the «crookie“. When he had the idea for this pastry, a clever mix of croissant and cookie, on a Saturday morning in October 2022, Stéphane Louvard did not expect his cookie to be such a success. For almost a year, the head baker and his employees at Maison Louvard, in the 9th arrondissement of Paris, sold around a hundred per day. It was in January 2024 that the machine kicked into gear, after a video published on TikTok. With nearly three million views, the «crash test» on the cookie by Johan Papz, an influencer with 1.3 million subscribers, is – unintentionally – boosting Louvard’s sales.
Since then, dozens of customers have been crowding the sidewalks of rue du Faubourg-Montmartre to come and taste Stéphane Louvard’s cookie. Faced with such demand, the bakery quickly found itself out of stock. To respond to this commercial phenomenon, the baker, who gets up every day at 4 a.m., now produces almost 2,000 of them daily. Attendance is at its peak at lunchtime and on Saturdays, where you have to wait for many minutes before being able to taste the cookie, placed in the four corners of the store. Sold for 5.90 euros each – 7.90 euros on site – this success, as crazy as it was unexpected, gave ideas to its competitors. Because Louvard has not filed a patent!
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(inter)national craze
Seeing all the commercial potential of this new type of pastry, French bakeries sought to recreate the recipe to offer it to their customers. The Mokka bakery and pastry shop, in its establishments in Paris and Strasbourg, but also the Bécam house in Nantes, now display pastries in their windows. Same in Metz, Rennes, Bordeaux and Marseille. The big brands have also seen the opportunity. The Picard brand now offers a recipe for «croissant-cookie», for a cost of 0.98 euros per person. In certain E.Leclerc stores, the croissant cookie is available “in limited quantity” for the most responsive customers, just like in certain La Mie Câline brands.
Even the greatest chefs are doing it. Last week, Phillipe Conticini announced that the cookie was arriving in his London bakeries. On Instagram, the pastry star describes it as “a crispy croissant filled with cookie dough with crushed hazelnuts and chocolate chips”. Franco-Swiss chef Amaury Guichon also offered his revisited cookie recipe. Across the Atlantic, the Americans are not left out, since the cookie made its appearance in New York bakeries, causing a crowd last weekend. As incongruous as it may seem, the recipe has even been exported to the Asian continent, to Singapore.
Kevin Rauzy
Still, this cookie has become a real trend. On social networks, many specialized “food” accounts have taken advantage of it and are sharing videos of homemade recipes en masse. However, the recipe is not always unanimous. Some consumers regret that the cookie is “disgusting” or “too fat”. There’s no stopping the most creative, with some Internet users thinking, for example, of creating a pain au chocolat stuffed with brownies.
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