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“It creates its own frenzy,” said Rebecca Flint Marx, editor of San Francisco Magazine’s food section, who noted that not only are cruffins a cult item — and at $4.50, relatively affordable — but they are also camera-ready, as photos on Instagram attest. Fillings include caramel, strawberry milkshake or Fluffernutter cream (among other flavors), depending on Mr. Stephen’s mood.

Now, the tempting sweet may have inspired a crime. Overnight last week, a thief stole the recipe for cruffins, and Mr. Stephen’s 230 other recipes, from binders in the bakery’s kitchen. Nothing else in the store was touched: not money, valuable baking equipment, an iPad or other computers. And while Mr. Stephen has copies of the recipes on his office computer, and the store opened almost on time the next morning, he was understandably upset.