The Cronut Hype, is still a hype. The donut/croissant-hybrid is still going strong, and this means many will try to claim the fame. By applying for a trademark.
Many trademarks, in fact. One of the trademarks belongs to Dominique Ansel, owner of the New York City bakery that pioneered the product last May. Ansel is hugely successful. Her store has long lines in front of it, order limits per customer. There is even a black market springing up. Ansel realised he had to protect and monopolise the Cronut-name.
But there are others. Others with registrations for the mark Cronuts. Others that filed the trademark before Ansel did.
At stake is Ansel’s ability to claim sole ownership of this word. However, he will to prove that the was the first to use it. And with regard to the trademark applications: this is often ‘first come, first served’. It would be highly unsatisfying for Ansel to be sitting on a golden egg, without being able to prevent others from using the name.