Monday, October 25, 2021

At Cinnabon Expanding the Brands Reach is What they Do Best


Restaurant for years have expanded their brands into the frozen food court much to the delight of consumers looking for comfort food or the craveable branded menu items they get at their restaurants according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Cinnabon has expanded it brans presents in more non-traditional avenue of distribution than almost any other restaurant brand in the world according to Johnson. Understand that the customer is dynamic not static and seeking new fresh food discovery, Cinnabon is now expanding from the “food court to the front porch.”  

Adding incremental relevance Cinnabon is focusing on a new rewards app, as well as first- and third-party delivery.  That’s right third-party delivery so they can delivery fresh hot cinnamon rolls to you home or office.

So, this is a big step forward within the grocerant niche for Focus Brands-owned Cinnabon, who no longer wants to just be known as the snack you grab at the mall food court: they want you to pick up an order of cinnamon buns from your doorstep or down the street from a food truck according to the company.

Slowly moving forward during the pandemic, Cinnabon had been working on spreading its wings, from introducing the brand’s first ever rewards app, to opening ghost kitchens so more people can have access to Cinnabon treats, even when they’re not in a shopping center.

Kendall Ware, Chief Brand Officer for Cinnabon, stated, “It’s a huge focus point for us to take Cinnabon street side,” ... “We know we’re strong in malls and there are plenty more malls we can get into and continue to grow in, but we want to grow in non-traditional venues, food trucks, ghost kitchens, and whatever we can get our hands on. We want to open the doors to experience the brand in a way that has not been done before.”

There is of course one more thing for Focus Brands Cinnabon, that means looking at cobranding opportunities with their sister brands like Auntie Anne’s and Carvel, along with offering both third and first-party delivery, and creating awareness for their customized rewards app. “Luckily our product travels well,” Ware said.   Consumers are dynamic not static are you looking a customer ahead?

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit for more information or contact: Remember success does leave clues and we just may the clue you need to propel your continued success.

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