The basics:

• Paris Baguette CEO posts video tasting chain’s Nutella croissant doughnut
• Clip follows viral trend of restaurant CEOs sampling menu items on camera
• Pastry part of Paris Baguette’s seasonal Made with Nutella collection
• Bakery chain aims to reach 1,000 US cafes, 100 Canadian locations by 2030

Paris Baguette CEO Darren Tipton has joined the growing wave of restaurant leaders to step in front of the camera and taste-test his company’s food.

In a newly posted video, Tipton filmed himself trying the Moonachie-based bakery café concept’s seasonal favorite Nutella-filled croissant doughnut. The item is part of the chain’s Made with Nutella collection that returns each spring.

Before taking a bite, Tipton said, “I mean, just look at this thing. Flaky layers of croissant, Nutella on top, Nutella in the middle.”

Our CEO has entered the chat & it’s Delish 🤌#parisbaguette #ceo #nutella #pastries #cafe #lunch pic.twitter.com/eWu1vFPzmX

— Paris Baguette (@ParisBaguetteUS) March 12, 2026

‘Better’ than a burger

The taste-test trend began last month with a video of McDonald’s CEO Chris Kempczinski trying the chain’s new Big Arch burger. The clip went viral because the CEO’s tiny bite and stiff delivery made him appear uncomfortable. The hype prompted rival chains Burger King and Wendy’s to post their own CEO taste-test videos.

Now, it’s gone beyond just burgers, as leaders from other brands, such as Freddy’s Frozen Custard & Steakburgers and KFC, get in on the trend.

In his video, Tipton joked, “Today, we’re going to try this burg … wait, this isn’t a burger.”

Off-camera, Paris Baguette Chief Marketing Officer Cathy Chavenet reminds him, “We don’t sell burgers.”

“Oh, that’s right! We’ve got something better,” Tipton exclaimed. “You’ve heard about it. Your friends are talking about it. We’ve got a croissant doughnut with Nutella.”

After taking a bite, Tipton added, “Let me be clear – I wanted this to be my lunch today.” He then gestured to a plate of greens, saying, “But my team said I have to have this salad.”

The Made with Nutella lineup features a mix of new creations and returning favorites. Paris Baguette crafts all treats in-house to showcase the popular cocoa hazelnut spread. The limited-time menu of Nutella-infused items  includes pastries, layered cakes as well as unique beverages.

On the rise

Founded four decades ago in South Korea, Paris Baguette is known across its 4,000-plus locations worldwide for serving freshly prepared pastries, cakes and breads.

After opening its first U.S. franchise site in 2015, the fast-casual brand now has over 285 sites in North America.

The SPC Group-owned subsidiary’s U.S. operations promoted Tipton from chief operating officer to CEO in January 2020. He now oversees the chain’s push to reach 1,000 U.S. cafes and 100 Canadian locations by 2030.

“We’re heading into 2026 from a position of incredible strength, supported by an enhanced infrastructure and a pipeline that shows no signs of slowing down,” the CEO recently said. “Our focus remains on nourishing the communities we serve and spreading joy with each interaction, and we look forward to our continued growth with franchise partners who share our priorities.”