When it comes to pastries, tradition often meets trend at the bake shop. croissants just about flaky layers and airy pockets. As Eater reports, this bakery's flattened version raises eyebrows and impassioned comments like, "This seems like a crime."
The inception of the flat croissant, though counter to the traditional techniques bakers strive to perfect, is a result of confectionary experimentation inspired by similar creations popular in Korea. Amid cube croissants and croffles, one might say that bakers have exhausted dimensions, finally setting flat on counter tops. Alexander’s Patisserie's general manager Claire Chen clarified that the new pastry isn't just for clicks and shares but was born from a blend of custom demands and international influences. They decided to roll with it after "a customer’s request for a palmier," said Chen, as chef Shu Cao was already dissecting flat pastries far east. "The process of making flat croissants is not just flattening croissants. It is a completely new way to make it," Chen told Eater.
Available in original flavor and with more to come, these crunchy altercations of an iconic treat are already up for grabs. Alexander’s Patisserie announced the product via Instagram, inviting customers to "Enjoy the original flavor while we are working on releasing more flavors soon," as shared on their social channel, where they also encourage patrons to order online or visit in-person at their Mountain View location.
The reality of the flat croissant is divisive. Some find the textural change a lifeless journey from what is expected of a croissant, but others may well see it as a novel and daring diversion. "They’re like the cool, laid-back cousin of the classic croissant," Alexander’s Patisserie posted on Instagram. But for every fan, a flat croissant seems to flatten a critic's soul. Crushing the traditional dough under a 10-pound stack of sheet pans during baking, as the San Francisco Chronicle describes, does not only reduce volume; it seemingly deflates the pastry's essence. "A flat croissant is an oxymoron," an astute TikTok commenter observed.
Yet for Alexander's Patisserie, the pursuit of viral success doesn't rest. Lasting about six months, their earlier spiral croissant venture was just a twist in their journey. "We see ourselves as a bakery but also we see ourselves as in the entertainment business," Chen told the San Francisco Chronicle.
