Tuesday, October 25, 2016

Cinnabon’s Emotional Quotient Success

There are few companies that leverage their emotional quotient as well as Cinnabon to drive top line sales and bottom line profits.  Cinnabon continues to drive growth marketing with aroma and flavor.  The universal commonalities of commonalities of flavor and aroma are connected too consumers creating an emotional bond according to Foodservice Solutions® Grocerant Guru® Steven Johnson.

The famously alluring and decadent aroma and flavor of a Cinnabon cinnamon roll comes from Makara cinnamon sourced from Indonesia, according to Kristen Hartman, senior vice-president of marketing for the Snacks Group at parent company Focus Brands. It’s that uniquely sourced cinnamon that elevates Cinnabon’s brand with consumers and from other competitors according to our won Grocerant Guru®

Now Cinnabon is about to extend its brand once again this time in grocery stores that will now be able to offer marble pound cake with cinnamon swirl, a cream cheese frosting filled streusel muffin, a cinnamon chip cookie, and a Caramel Pecanbon cookie.

Hartman stated  “Our group is responsible for this extension into the marketplace, so we’ve got a team of chefs in our R.&D. group, and they work with the manufacturer to make sure we really capture the essence of the Cinnabon brand and get all of the flavor profiles right… “Cinnabon is a brand that deconstructs well, and the reason it deconstructs well is from an ingredient standpoint, it has ingredients that really apply to a lot of different product formats, so the cinnamon and the cream cheese frosting, but then it also deconstructs well in that people have an emotional connection to the brand, so when they see those core elements in other forms and formats, it’s the kind of thing they naturally gravitate to.”

Hartman continued “The thing that we know about Cinnabon is people absolutely love the brand, but they tell us all the time that they want more access. We have a good number of locations in the United States, but in the grand scheme of things people don’t have the access to the brand that they want, so we decided to develop a line that extends from our core that gives people a little taste of Cinnabon and to do it in a way that allows them to get it in convenience stores or travel plazas.”
 “Consumers right now love indulgent beverages, so when they think about Cinnabon they think that sounds like a delicious indulgent beverage, and the flavors pair really well with coffees, with shakes,” Ms. Hartman said. “We have a Cinnabon flavored shake in Sheetz. So the flavors pair really well with beverages, and it’s also that indulgence people are looking for.”
Where do you sell you food?  How have you cultivated your strongest brand attributes?  Does your brand promise deliver a strong emotional quotient?  No then it’s time to reach out to Foodservice Solutions® team and lean how to drive incremental top line sales and bottom line profits.

Invite Foodservice Solutions® to complete a grocerant program assessment, Grocerant ScoreCard.  For brand, or product placement assistance our Grocerant Guru® has the skill-set you are looking for.  Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

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