2 months per Ansel himself.
Okay, let's talk about the Cronut. Where did the idea come from? The team was thinking of doing something new, and someone mentioned a doughnut. I said, "I don't mind doing that, I'll take any challenge, but I'm French -- I don't have a recipe for a doughnut. I'll make it my own." The dough is not a croissant dough at all; it's very specific dough that I do for this item. It took me two months to get the recipe so that the pastry would have flaky layers, fry easily, hold the cream, and last longer than just now. We launched just before Mother's Day. Grub Street wrote about it the same day, and they called us that night and told us they had an increase of traffic by 300 percent, and 140,000 links. They said, "Maybe you should make more." I thought, OK, I'll make 35 more. The next day, there were 50 people waiting outside, and we sold out in 15 or 20 minutes. There were 100 people on the third day. It took us by surprise. We slowly increased production week after week, and now we average 450 Cronuts a day. We sell two maximum per person -- and we have 100 to 250 people outside the door every morning no matter if it's warm, cold, snowing, raining. It's great.