One year ago today, the servers at Time Inc.’s Brooklyn office lit up. They grumbled for a while, and then released a thick cloud of smoke. The smoke smelled like maple syrup, and people as far away as the Waffle House in Bethlehem, Pennsylvania, could smell the syrup smell. It made them hungry for more waffles. They figured it was just New York being New York again. But no. This time, it was the birth of a special new website. A website all about breakfast. Extra Crispy launched on June 1, 2016, and like Crunch Berries and Jimmy Dean Pancakes and Sausage on a Stick, it was a true American original. As a new kid on the food-internet block, it was met with Wait, what? and How? But its smart, eclectic mix of features and videos quickly converted skeptics into adoring fans—even people who don't eat or care about breakfast.