With its marbleized exterior and 3D presentation, it’s no mystery why the cube has piqued the interest of dessert fans. Thankfully, for locals who can’t hop on a plane to London, a new Bay Area bakery has made it easier to snag the viral cube pastry.

Susy Guerrero/Lance Yamamoto/SFGATE
Susy Guerrero/Lance Yamamoto/SFGATE

Croissante is tucked away in an unassuming strip mall at 2908 El Camino Real in Santa Clara. But customers had no trouble finding it as they queued up at 9 a.m. for the bakery’s official opening on June 19. I was among them.

Inside, electric convection ovens in the open kitchen gave us a sneak peek at the buttery croissants as they baked. A staff member whirled by to open the oven doors and grab a sheet pan filled with a dozen flaky, finished pastries. She placed them on the counter to cool before another staffer transferred the pan to a display glass where an assortment of pain au chocolat, kouign-amann and mango croissants awaited the throng of hungry customers.

As the line moved closer to the register, an employee announced that the next batch of cube croissants would be ready in 25 minutes. No one seemed to mind the wait. Instead of baking the full portion of pastries at once, Croissante bakes its assortment of goods throughout the day. The cube croissants, for instance, are made about four to five times daily so that guests have a better chance at trying them upon their visit.  

“We are trying to increase our production,” Sean Kang, owner of Croissante, told SFGATE. “Once they’re at the counter, there’s nothing left.”

The cube croissant, which costs $10, is characterized by its four-sided figure. At Croissante, the pastry features a swirly, caramelized exterior that delivers a delicate crunch. It contrasts with a soft, pillowy interior. When my cube croissant was ready for pickup at the counter, I split the warm pastry open and released the lovely buttery aroma radiating from within.

Croissante makes its cube croissants with imported butter and flour from the Normandy region of France. A special mold, which gives the cube croissants their distinctive shape, works twofold by conserving that buttery taste and smell that linger with each bite.  

“It is best when it is still warm,” Kang said. “I recommend you to enjoy it with maple syrup.”

Cube croissants. (Lance Yamamoto/SFGATE)
Cube croissants. (Lance Yamamoto/SFGATE)

After tasting it myself, I can see what the hype is about. The cube croissant is a hefty item that two people can easily share. As I ripped off pieces of the croissant, the pastry maintained its structure better than a classic butter croissant ever could. I’m used to flaky croissants, but this special item was less messy. Moreover, the crunchiness of the pastry was unexpected but perhaps the most enjoyable part of the whole experience. I especially loved the corners, which delivered a crispier bite. 

Kang kept mum on specific details surrounding the cube croissant’s preparation and shied away from revealing how many are made throughout the day, but he said that the cube-shaped pastry comes with its own set of challenges. From start to finish, the croissant takes about 24 hours to make, which includes preparing the dough, letting it rest and the final bake. 

It’s critical for staffers to make sure that the dough has enough time to rest and bakes within a specified time to ensure it yields that perfect crunch and golden hue. Due to the size of the pastry mold, cube croissants are cooked in fewer quantities and take longer to cook compared with their traditional croissant counterpart.  

Before opening Croissante, Kang was an accountant at Tesla. He made the easy choice to leave the tech industry to pursue his passion for dough. After learning tips from bakers, he decided to open Croissante in his hometown of Santa Clara. 

Cube croissants aren’t unique to the Bay Area but are certainly harder to come by. Bun Appétit Donuts in Fremont makes its own version of square croissants, which are only available three days a week. Since at least 2017, the anonymous duo behind Baker Doe has created a variety of cube croissants with funky designs and colorful patterns. Yet the coveted pastry is only available for online orders when Baker Doe announces a spur-of-the-moment sale on Facebook.

It’s not clear who created the first cube croissant, but Le Deli Robuchon is widely credited for casting it in the limelight. “The cube,” as it’s known at Le Deli Robuchon, became an accidental overnight sensation when an influencer was invited to sample king cakes but was blown away by the beauty of the square croissants on display, according to Tasting Table. The cube has since gone viral as customers head to the London bakery to see whether the £6.95 (about $9) treat is worth the hype.

A pastry chef scores bread dough; a strawberry croissant; Hieu Tran grabs a ham and cheese croissant for a customer; kouign amann. (Lance Yamamoto/SFGATE)
A pastry chef scores bread dough; a strawberry croissant; Hieu Tran grabs a ham and cheese croissant for a customer; kouign amann. (Lance Yamamoto/SFGATE)

Croissante has picked up momentum on social media too. Customers don’t seem to mind the $10 price tag; they’re too preoccupied with making dramatic videos of splitting the cube in half or tossing it in the air.

The bakery also offers a menu filled with various sweet and savory options, including a popular almond croissant, chicken and croffle (a croissant waffle), and croque monsieur, among others. The French toast, another sought-after item, is served with two thick slices of bread made from the trendy cube croissant.  

For now, the square pastry is only served in plain croissant flavor, but Kang said that the bakery plans to add more creative and seasonal flavors down the line. He added that the next cube flavor could be salted caramel. As for why he thinks the pastry resonates with customers, the reason is simple: “People want something fun.”

Croissante, 2908 El Camino Real, Santa Clara. Open daily 7 a.m.-6 p.m.