“I make another trip to Rick's bakehouse to show people how he makes his pain au chocolat, that magical, flaky pastry filled with heavenly bites of chocolate. I shoot video of Rick laminating croissant dough, rolling and flattening and folding the butter-filled slab of pastry until the dough is as long as a beach towel and stratified with butter like canyon rock. He cuts it into rectangles and stuffs each one with two fat chunks of bittersweet chocolate inside. He bakes off five sheets in his convection oven, and when the croissants emerge, their golden tops glistening, I have to restrain myself from reaching out from behind the camera to stuff three or five into my face. As soon as the newsletter goes out the next week, Rick's customer base goes crazy. People line up and down the market thoroughfare, undeterred by the stifling July heat, clamoring for flaky pain au chocolat and crusty sourdough loaves. Day after day, he sells out everything at least thirty minutes before closing, and the chocolate croissants sell out in the first hour.” BakingPastriesSocial Media BrandingFilmingSelloutNewsletterPain Au ChocolatSpread The Word Book:A Second Bite at the Apple Source: A Second Bite at the Apple