Hello, 'Waffogato': Has the Cronut-Creator Gone Too Far for PR?

First came the Cronut. Then, the milk-and-cookie shot. Now, with the "Waffogato," one has to ask – when will Dominique Ansel stop the fancy food mashup madness?

Yesterday, the pastry chef revealed his latest creation: the Waffogato. The Waffogato is comprised of a waffle made out of ice cream, topped with maple syrup espresso.

The mashup, inspired by the Italian "affogato" -- a scoop of ice cream topped with a shot of espresso --was created for the "Taste of the Nation" benefit for hunger relief organizations. However, the hungry masses can get a taste of the treat in Ansel's bakery starting on May 9.

While the Waffogato is clearly created for a good cause, its role as the latest in a long line of Ansel's mashups leaves a sour taste in one's mouth. When Ansel created the Cronut, its buzz and the accompanying mega-lines helped kick off a mashup food trend. From the surprisingly high-brow Ramen Burger to the fast-food Waffle Taco, everyone wants a slice of the mashup pie – including Ansel.

Related: 8 Totally Weird Fast-Food Items That Everyone Is Talking About

When the Cronut premiered, Ansel was careful to emphasize that he was, first and foremost, a pastry chef who offered more than just the hyped treat. However, as he has gained more fame, public relations has begun to play a bigger role in the life of the pastry wizard. The cookie shot's SWSX debut – while inventive and reportedly tasty – was masterminded by PR firm Allison+Partners. Ansel has since showcased Cronuts at a one day pop-up in LA and handed out free treats around NYC to celebrate the unveiling of his cookbook's cover.

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New mashups feel like Ansel is playing the Grub Street-created Dominque Ansel Pastry-Phenom-o-Matic : American favorite plus French Twist plus secret weapon. The Phenom-o-Matic spits out options such as snickerdoodle tarts with vanilla air and pumpkin pie éclairs with pineapple toffee, but an ice-cream waffle with espresso and maple flavor doesn't seem too far off.

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FOR SUBSCRIBERSCBP leaders cut out of Trump ad buy decision

FOR SUBSCRIBERSAmerican passenger drafted goodbye texts to her family as Flydubai plane plummeted

FOR SUBSCRIBERSCornell rape allegation pushes embattled New York prosecutor into national spotlight

FOR SUBSCRIBERSAbdul El-Sayed tries to woo MAHA voters as Democrats seek inroads with RFK’s supporters

FOR SUBSCRIBERSKratom-like substances are popping up in a typically benign supplement

FOR SUBSCRIBERSGOP super PAC increases its spending for Sen. Jon Husted in tough Ohio race

FOR SUBSCRIBERSRecords reveal tumultuous marriage between slain New York Times executive and wife

FOR SUBSCRIBERSFrom clean energy warrior to ‘wall of shame,’ James Talarico reverses on a fossil fuel money pledge

FOR SUBSCRIBERSCongressional staff planned official trip with luxury stops in Italy and France weeks before election

FOR SUBSCRIBERSA harrowing ordeal aboard an Israel-bound plane

FOR SUBSCRIBERSOpenAI CEO Sam Altman to skip congressional hearing on rogue AI agents

FOR SUBSCRIBERSKey DOJ lawyers departed Trump ‘grand conspiracy’ probe amid pressure to produce, source says

FOR SUBSCRIBERSTrump’s new AI chatbot often links to a site launched under Clinton 26 years ago

FOR SUBSCRIBERSAt MAHA summit, industry CEOs the movement once vilified take the stage

FOR SUBSCRIBERSThis Paralympian has two goals: Win medals and give away $500,000 to her teammates

Ansel is much more than a foodie mashup wizard, receiving widespread recognition in the food industry long before the Cronut-craze swept New York and knock-offs spread to the rest of the country. However, if he continues to churn out pastry mashups, he risks becoming a one-trick pony – and losing credibility as a pastry chef.  

Related: The Truth About the Cronut Creator's Cookie Shots at SXSW