Tiktok croissants help ice cream makers get through winter hardships

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Domenico Di Gregorio (59) from Bern is a passionate ice cream maker. In 2015, he gave up his commercial business and devoted himself to making ice cream. He opened Gelateria La Golosa (Italian: greedy one) in Justice Lane, followed by a second branch shortly thereafter. Things seem to be going well and things are escalating on hot summer days. But whenever winter comes, Domenico Di Gregorio is forced to suspend work.

Actually, he doesn’t want to close the ice cream shop for the winter. So he starts looking for a solution. On Tiktok he finds what he is looking for, or rather his wife: “He was on Tiktok and saw a video where these round croissants can be seen. He said it looked like the logo of the ice cream parlor.” He points to the logo on the wall: three wavy lines on a cornet.

The videos that Di Gregorios watches all revolve around the American “Supreme”: a round, plate-sized, full croissant. The croissant bun was invented by Lafayette Bakery in New York and made famous by Tiktok, where videos showing the sublime crumbling and cream pouring from the heart of the puff pastry have been watched more than five million times.

Di Gregorio hasn’t had five million customers yet, but he’s already felt the power of Tiktok. “It was quiet at first. But someone shot a Tiktok video with our Goloso, and the next day they were lined up in front of the ice cream parlor,” says Di Gregorio. The excitement about the new croissant is understandable: Golosos stands shimmering gold in the showcase, smothering each other. If you bite into the crispy, airy puff pastry crust, the cream will seep out from the inside. Di Gregorio laughs: “Something is collapsing, but that’s how it should be. Good puff pastry should taste like butter.” His and his wife’s favorite is the pistachio variety.

So-called food trends are circulating on social networks all the time, and many restaurants are taking something from them. Gelateria Amorino in Lucerne and Basel takes over “Rose Gelato”. Ice cream is spread on the cornet to give it a rose appearance. It is not entirely certain whether the Glacé rose came from Gelateria Rosa in Budapest, it was spread by Tiktok and now Australians are licking it too. It also spread via Poke Bowl, Instagram and Tiktok. It originated in Hawaii, where a bowl of raw chopped tuna, nutmeg, and fresh seaweed were eaten. Later, sushi, rice, and salmon were added and modified in various ways after they became commonplace on the web. Zurich company Bowlz is turning it into a business. In Geneva, the Sofia patisserie, like the Bernese Gelatiere, is trying a new trend pastry: they invented the Pain-au-chocolat cake.

Source : Blick