In December 2022 in our Instagram we posted a video explaining what were the New York Rolls sold in Novo Mundo (Carnero Street, 9), then the gastronomic influencer Dining with Pablo uploaded a video to her social networks trying them out, and what was already a hit in New York went viral in Madrid. Eleven months later, the stream of people who come in asking for them in this bakery with a bakery of El Rastro is constant.
Suddenly, trying one of these rolls with croissant dough and filled with various creams (always loaded with sugar) is the new weekend plan for those who have traded a night out for going out to breakfast.
Novo Mundo makes 300 units a day and there are rarely any left in the afternoon. They manage the high demand for New York Rolls as best they can in their small bakery where they also bake other types of rolls. They have even received complaints about how quickly they are sold out and have had to ask for patience and understanding from their clientele through their social networks.
The sudden success forced them to reorganize: “Clearly, this boom forced us to rethink the operation to be able to live up to the expectations generated, adding staff, reorganizing production processes and orienting the development of creations, linking them to new combinations of creams and toppings,” explains Guilherme Gleiser, from the Novo Mundo team to Madrid Secreto.
The expansion of the New York Roll into Madrid
The trend has stabilized and other bakeries have joined the viral bun trend of the moment. At Maison Kayser a French patisserie that has expanded in Madrid -they already have seven locations-, spent three months testing before launching their version in February. Their flaky dough loaded with butter means that their production is also limited, “so that they are always fresh,” explains the Maison Kayser team, which also means that they are sold out daily.
They prepare them filled with many flavors, such as passion fruit or Nutella, and plan to add nougat during the Christmas season. Although they receive constant suggestions for gluten-free or lactose-free versions.
The third bakery where you can get a New York Roll in Madrid is not in the center, but in Colmenar Viejo. In Brulèe (Calle Alto de la Camorcha, 2) they dominate the puff pastries so much that they can do all kinds of tricks with them. They also have croissant versions of the muffin, brioche and shortbread, so it was only natural to add this new pâtisserie invention to their repertoire.
Clan Obrador (Calle del Gasómetro, 11), one of the city’s leading pastry and bakery shops (despite its short life) thanks to the know-how of Nuño García, Madrid’s Cédric Grolet, has also joined this trend, which is no longer a passing fad. It’s worth waiting in line on Saturday mornings to try to get one of their New York Rolls filled with salted caramel cream and with a touch of “Dulcey” (roasted white chocolate) and coffee in the outer pastry.
Delish Vegan Doughnuts (calle del Cristo, 3 and corredera Alta de San Pablo, 12) has contributed the vegan version of the New York Roll. It is not only a surprise that they have achieved the original buttery texture and flavor, but with plant-based ingredients, but they have brought something new to an already novel bun.
Their savory options are called Pizza Rolls and are divided as if they were a sandwich bread, with tomato sauce, peppers, mushrooms and vegan cheese inside. Thus, from one invention comes another, and pastry evolves with the times, which explains why there are more and more of them, with more complex elaborations, in search of the new big hit that will attract new customers.