You know how Posh Bakery/Posh Bagel came out with a cronut imitation that they dubbed the "CroNot." Well, it appears their informal advertising isn't worrying so much about trademark infringement. Signs posted on the front of the Posh Bagel location at 270 Sutter Street proclaim "Posh Now Serving 'Cronut,'" in bold violation of chef Dominique Ansel's trademark. Maybe the scare quotes get them off the hook?
To be clear, the CroNots are being peddled at Posh Bagel locations in the city, of which there are four, and via Posh's wholesale operation at the four Lee's Bakery locations downtown, and Java Trading Company at 5th and Mission.
The cronut phenomenon, begun at Ansel's New York City bakery (where there are crazy long lines every day), is sweeping the nation due to internet craziness, and the inherent genius of making a donut out of croissant dough. And we're not sure how long Ansel thinks he can defend that trademark, given the nature of food items that are, since time immemorial, ripped off and imitated.
Meanwhile, we learned yesterday that C.W. Nevius is just "meh" on cronuts, which recently arrived at Java Trading Company (adjacent to Chronicle HQ), but Leah Garchik finds them irresistible. Over at KQED they did a taste-test of the four varieties of CroNots that Posh makes, as well as a version being made by Beth's Community Kitchen in Mill Valley. The verdict? They're all "intensely sweet," with Beth's being more croissant-like and dusted with cinnamon sugar, and Posh's being more cakey and donut-like. Nevertheless, because people are crazy for a craze, the things are selling out by 8 a.m. some days.
Previously: The Cronot: Bay Area's Very Own Cronut