Young Customers Want Instagram Engagement. What’s Your Brand Doing to Get It?

The “Cronut” became a viral sensation that began in 2013 at Dominique Ansel Bakery when its staff invented a half-doughnut, half-croissant hybrid at the Spring Street outlet in New York City’s busy SoHo neighborhood.

Related: The Definitive Guide to Instagram Analytics: So Much More Than Just a Pretty Picture

Customers started snapping pics of the delicious “Cronut” and posting about it. The bakery group (with outlets in New York City, Los Angeles, Tokyo, and London) actually patented the name.

And within days after this sweet treat’s debut, New York natives and tourists were willing to wait in lines that wrapped around the block, just to score a taste of the viral Internet sensation.

News media began reporting that the $5 pastries were selling on the black market for $40 apiece. Actress Emma Roberts tried to cut the Cronut line and confessed to her faux pas on Jimmy Kimmel. And the bakery offered 1,000 “Cronut Hole Concretes” at Shake Shack’s Madison Square Park location in New York after partnering with that fast-food chain, which does $300 million a year in revenue.

Customers were lining up in Madison Square Park at 4 a.m. — and a big reason was the Cronut’s presence on Instagram and other social media
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