--- title: Dominique Ansel Kitchen Cronut Bakery description: The cronut inventor's new bakery, Dominique Ansel Kitchen, will offer made-to-order pastries canonical: https://time.com/3837992/dominique-ansel-kitchen-cronut/ author: Diane Tsai article:opinion: false article:content_tier: free article:published_time: 2015-04-28T19:01:04.000Z article:modified_time: 2026-10-01T09:07:52.349Z og:title: Go Inside Dominique Ansel's New 'Impossible' Bakery og:description: The cronut inventor's new bakery, Dominique Ansel Kitchen, will offer made-to-order pastries og:url: https://time.com/3837992/dominique-ansel-kitchen-cronut/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt83b34b9af0ce621c/6987ed47cd1bba000c6f92dd/dominique_1280.png?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 1280 og:image:height: 720 og:image:alt: Dominique Ansel Kitchen og:type: article twitter:card: summary_large_image twitter:title: Go Inside Dominique Ansel's New 'Impossible' Bakery twitter:description: The cronut inventor's new bakery, Dominique Ansel Kitchen, will offer made-to-order pastries twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt83b34b9af0ce621c/6987ed47cd1bba000c6f92dd/dominique_1280.png?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Inside Cronut Inventor Dominique Ansel's New 'Impossible' Bakery > Sponsored content. 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Terms and conditions apply. * Savings buckets are a feature of Ally Bank's Savings Account. * No ATM fees from Ally Bank at Allpoint and Moneypass ATMs plus we reimburse for fees charged by other ATM owners nationwide up to $10 per statement cycle. * Early direct deposit offers eligible direct deposits up to two days sooner. * Spending buckets are a feature of Ally Bank's Spending Account. ## Video: Inside Dominique Ansel's New 'Impossible' Bakery [Watch (HLS stream): Inside Dominique Ansel's New 'Impossible' Bakery](https://cdn.jwplayer.com/manifests/dDkk2rPV.m3u8) (4:56)  _Published 2015-04-28. An exclusive look inside the cronut inventor's new bakery, Dominique Ansel Kitchen, which will offer made-to-order pastries_  by [Diane Tsai](https://time.com/author/diane-tsai/)  ## Diane Tsai Apr 28, 2015 7:01 PM UTC An exclusive look inside the cronut inventor's new bakery, Dominique Ansel Kitchen, which will offer made-to-order pastries  by [Diane Tsai](https://time.com/author/diane-tsai/)  ## Diane Tsai Apr 28, 2015 7:01 PM UTC From the [cronut](http://techland.time.com/2013/11/14/the-25-best-inventions-of-the-year-2013/slide/the-cronut/) to the [chocolate chip cookie milk shot](http://time.com/14044/now-you-can-drink-milk-out-of-cookie-shot-glasses/), chef Dominique Ansel has made a name for himself as an inventor of viral baked goods. This time, his latest creation isn’t just a pastry — it’s a bakery with a unique business model. Dominique Ansel Kitchen, which opens in New York City on April 29, offers made-to-order items that will be ready within a minute or two after an order is placed. “A lot of people told me it was impossible or too hard to do,” says Ansel. “It will require us to change the entire organization of the business, but I believe it’s possible.” Ansel has a flair for pulling off the unexpected. When he first opened Dominique Ansel Bakery (now known as the home of the cronut) in 2011, he was advised to sell cupcakes rather than French pastries, to cater to the tastes of the public. Instead, he built a launching pad for a series of edible inventions that quickly caught the nation’s attention. “When you think of pastries, it’s still a world that hasn’t been explored as much. \[In New York City\] there are bakeries from different countries, but there’s nothing as exciting,” Ansel says. “There are no experimental bakeries, there are no bakeries that really push themselves to do something unique and different.” Ansel believes Dominique Ansel Kitchen will be the first bakery of its kind, with 70% of the menu assembled to order. To him, time is an ingredient, meaning that the time elapsed between the moment the pastry is completed and when a customer takes his first bite is crucial. Over the past few months, Ansel has kept timing a priority when planning his menu, which includes made-to-order chocolate mousse, a 1:1 lemon yuzu butter tart, mini matcha beignets and more. “To me, having a dessert assembled when you order it, there’s nothing better than that.” ## Transcript [ MUSIC ] Having a dessert that is symbol when you order it, it's, there is nothing better than that. Of course, finishing desserts to order is not something easy, of course it's very challenging A lot of people told me it was not possible, hard, too hard to do. [ LAUGH ] And it requires to change the entire organization of the business. But I believe it's possible. I think it's something that's never been explored when it comes to pastry. There's a lot to do and who doesn't want a fresh made pastry? [ MUSIC ] My name is X. I'm the chef- owner of Dominique Ansel Bakery and soon Dominique Ansel Kitchen. [ MUSIC ] Right now we're sitting in my new shop that will be opening in a few weeks. And we're in the middle of construction. [ MUSIC ] Before I opened the bakery on Spring Street, I didn't have much, had, only had all of my savings and I decided to invest everything I had. People were telling me to do cupcakes. People were telling me that French pastry would not be working in New York City. People were not ready for it, and I told myself that I will not listen to them because everyone wants to give you advice, everyone wants to tell you what they think. So many instances in my career, people told me that it was not possible to do certain things, and I Always prove them wrong by showing them that I could do it. Baking offers a lot more possibilities when it comes to creativity to really showcase what you style is or to really give you the freedom when it comes to art. Inside or neither. [ INAUDIBLE ] The frame first. And then put the glaze inside. A lot of pastry chefs are, a little bit more artistic than regular chefs. It's a lot more technical. A lot more, scientific and it those aspect about cooking which is baking and that I love. [ MUSIC ] My first job in the kitchen, I was actually 16 years old. My parents didn't have much money to send me to school, so early on I decided on to take a job, and I found a job in a, in a restaurant. I was cleaning dishes, sweeping the floor, and eventually helping a little bit in the kitchen. After year and a half I took over the sous chef position in the kitchen. I remember being 21 years old at [ INAUDIBLE ] in Paris, which is one of the best pastry shop. I was in charge of six people. When I was 24 years old, still [ INAUDIBLE ], I was in charge of a team of over 100 people. And I was traveling the world for them to open shops in different countries. When you have people older than you working under you, you have to be very professional, very careful very disciplined. You have no room for mistakes. You have to be the best. How they will describe me personally? I will say I'm disciplined. I I'm very strict and I know what I want. Vegan olive oil, and it's just finished with a little bit of cracked black pepper and shaved parmesan cheese. [ INAUDIBLE ] Is that correct, what he said? It's perfect. When you think of pastry, it's still a world that hasn't been explored as much, it takes a lot to change people's habits when it comes to food. We're a new generation where we have a chance to express ourself and do something new. Oh, chef, how you doing, Wylie? Congrats. Thank you. Thanks for inviting the whole family. Of course, hello. This is the chef. I think it's gonna be the first bakery of, of this diner, you're gonna be able to order Desserts, and we're gonna finish it when you're ready. So we'll give ourself a time frame of, between a minute and a half to two minutes to finish each desert. [ MUSIC ] I always believe that I should do the right thing for my customers. I always believe that I should give them the best, the best quality product, the best customer service. And the best experience possible. So many companies have reached out to me and ask me about my mocking strategy, and I told them, there's none. There's, it's just one person that believes that you can do something good for, for the people like, that come and care for you. This is the brand, this this is who I am and this is what I do. [ MUSIC ] Food is kind of art that doesn't live forever. When you create something great, it's amazing but we should always move on to something else. It's like if Picasso only had one painting. 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