The rules to order a Lune Croissant

Lune-6am

Queues who needs them? I’ve learnt to accept the queues for restaurants on Flinders Lane. I’ll pick an unpopular night and/or time for a visit.

Or I’ll plan a Negroni or two around the corner for the hour or so I have to wait.

Lune Croissant is a different story. People are rising before dawn to queue for croissants (see pics). Not only that they are queueing in the dark and the cold but are leaving empty handed, myself included.

It’s utter madness. And I have several problems with what is going on.

First, of all there is a lot of guesswork as the website doesn’t tell us much apart from it is closed until 5th July for holidays. Usually Lune it is open from 7:30am-9:00am on a Friday and 8:00am – 9:30am on a Saturday or Sunday. Or until the pastries are sold out – about an hour.

Second, there are lots of caveats and rules. Though they are a friendly bunch, the process of buying a croissant is akin to ordering soup from the Soup Nazi.

Our first attempt was on a Thursday morning not realising the limited opening hours.

The second attempt, post spin class, found us arriving at 7.25am on a Friday. We read the rules – only 6 croissants each – handed out to the queue of over 30 people and about 30 minutes later left with our booty, most of which was eaten in the car before we arrived home in St Kilda.

These croissants are good. the ham and cheese croissants are the best. I can take of leave the cruffins.

And for me the real sensation was the kouign amann, a buttery pastry from Brittany the scene of many childhood holidays.

Lune-missed-croissant

We needed to return. And we did but arrived at 7.30am on a Friday – 5 minutes later. After about 15 minutes we discovered from other shivering queue members the rules had changed. We required a ticket as detailed in a poster half way down the queue.

After an hour we missed out and I started to wonder what the hell I was sucked into – queueing for an hour for a croissant with no reward.

The ticket system was introduced to stop queue jumpers and perhaps fist fights between Asian students, the primary force in this skewed croissant economy.

In my book nothing is that good to queue for so long. Nevertheless, there are plenty of people rising at 5.30am and arriving at 7am to queue for a ticket to buy 6 pastries.

I wonder perhaps if they need to introduce an automated ticket system so people can grab pre-queue tickets for the actual queue tickets.

To be honest, I’m annoyed with myself for being sucked into this. Never again. But what croissants.

Lune Croissanterie on Urbanspoon

5 Comments

  1. I have always wanted to try these, I watched with great interest when they opened (via instagram) but I had no idea it was such ‘a thing’! I probs cbf to wait in a line that long. My next trip to Melbs is only 3 days.

  2. I just don’t think it’s worth it to queue for that long… Maybe a system like Prix Fixe where people pre-purchase beforehand might help.

  3. I thought queuing for food ended with post war depression in Australia. People did it for Krispy Kreme as much as Lune when they first opened in Melbourne.
    The flashmob foodies will move on to their next target soon enough and queues will die off leaving others to ponder “Nice croissants, but not worth queuing up an hour for either”

  4. What you fell into is the FOMO trap which seems to have spread from the local South East Asian community into the Occidental food scene over the last five years. Yes, Kate makes lovely pastries, but seriously, Melbourne has many wonderful bakers.

    It just goes to show how bloated values have become in Australian cities, perhaps from enjoying a healthy economy? Social Media has offered an element of society a way to fill an emotional void by boasting and bleating about their first world problems which seems to have amplified it into becoming acceptable.

    I consider it’s shameful when elsewhere in the world there are queues and have been riots for food by those struggling to feed their families. Globally, food prices are near their historic peaks, making it harder for the people of the second and third world countries to sustain themselves.

    While I am pleased for Lune Croissant that they are doing well, I think talk of automated systems and ticketing is over the top for such a small business. Get a grip Melbourne! Play nice, be kind and quit swallowing hype to the point of traumatising yourselves. If you’re getting up at 5:30am, consider doing it for a food charity or NFP instead.

  5. They should set up an online order system that goes live the night before – providing they can handle the server load, it would stop people lining up for nothing. It would only transfer the queue online but would be a better idea than getting up at the crack of dawn for literally nothing.