How long would you wait for a Michelin-star treat, even if it was vegan? New York City is about to experience the return of Madison Squares, a revolutionary pastry that has captured the hearts—and taste buds—of many. These plant-based delights are making waves, drawing lines even longer than the famed cronut craze. Executive pastry chef Laura Cronin, of the renowned Eleven Madison Park, has crafted these pastries to be a “new take on the croissant,” and they’ll be back at the Bake It Nice pop-up starting April 19.
Sold for $8 each, these pastries boast a delicate and fluffy interior with a crisp, caramelized exterior, achieved through a meticulous cross-laminating process. The pop-up, located just outside Eleven Madison Park on Madison Avenue, previously saw lines wrapping around the block, extending all the way to Park Avenue. With the excitement building for this spring season, Cronin expects a repeat of the overwhelming demand.
The Allure of Plant-Based Vegan Pastry
The buzz surrounding Madison Squares is not just about their incredible taste; it’s also about the experience. Previous pop-ups attracted both locals and international visitors, with food enthusiasts traveling from as far as India and Spain just to get a taste. On one notable Saturday in November, eager customers queued for hours before the pop-up opened to ensure they wouldn’t miss out.
Amy Saunders, a 29-year-old pastry lover, recounts her experience of waiting in line only to be told they had sold out by the time she arrived. “It’s that good,” echoes Anne Marie Janeway, a 54-year-old repeat customer who has braved the lines multiple times. It’s a rare phenomenon to see such fervor for a vegan pastry, with many patrons unable to detect the absence of dairy in the delicious treats.
Craftsmanship Meets Innovation
What sets Madison Squares apart is not just their taste but the craftsmanship behind them. Cronin utilizes a unique blend of plant-based butters, including a combination of Tourlami butter and the restaurant’s house-made sunflower butter, to achieve the rich flavors and textures expected from a Michelin-star pastry.
“The perfect croissant is a delicate balance of crisp, golden layers on the outside and a soft, buttery interior,” Cronin explains. “Every bite should be a symphony of flakiness, crispiness, and decadence.” The transition to a fully plant-based menu in 2021 posed challenges, but it opened new avenues for creativity and flavor exploration.
Each week, Cronin introduces a new flavor for the Bake It Nice pop-up, keeping the offerings fresh and exciting. Past fan-favorites include strawberry rhubarb, orange blossom, and chocolate pretzel praline. This variety keeps customers returning, eager to discover the latest seasonal twists on these beloved pastries.
Connecting with the Community
Bake It Nice is more than just a pop-up; it’s a bridge connecting a Michelin-star restaurant with the wider community. It allows people to enjoy high-quality pastries in a more casual setting, making Eleven Madison Park’s artistry more accessible. “It’s a Michelin restaurant, and yes, you’re waiting in a long line, but it’s a bit more accessible than having to get a reservation and pay dine-in prices,” Saunders reflects.
As the Bake It Nice pop-up gears up for its spring season on April 19, New Yorkers can anticipate not only exquisite pastries but also an opportunity to relish the joy of waiting in line for something truly special. In a city that thrives on culinary innovation and community, Madison Squares exemplify how food can bring people together, adding another layer of richness to the vibrant tapestry of New York City.
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