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SXSW Eats: Dominique Ansel to serve Cronuts at midnight party

Addie Broyles

The Cronuts are coming! The Cronuts are coming!

Yes, you read that right. The uppercase, trademarked, much-hyped pastry that draws lines as long or longer than our own Franklin Barbecue is coming to Austin for a special two-hour event at South by Southwest Interactive with Cronut mastermind Dominique Ansel.

The global communications firm Allison+Partners wanted to make a splash at this year’s interactive conference, so it has partnered with Ansel, who runs the Dominque Ansel Bakery in Manhattan, to throw a Cronut at Midnight party starting at 11:59 p.m. Sunday until 2 a.m. Monday at the InterContinental Stephen F. Austin Hotel, 701 Congress Ave. The event will only be open to SXSW badgeholders for any of the three conferences, which overlap at various times over the 10 days starting Friday.

Ansel will personally be giving away samples of his croissant-doughnut hybrid, but he’s also going to debut a new confection: a shot of milk in an edible chocolate chip mini cup. Organizers are promoting the event as a place to celebrate the spirit of innovation that SXSW fosters and are asking participants to chime in with the hashtags #goodidea or #badidea.