Focus Brands-owned Cinnabon doesn’t want 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.
During the pandemic, Cinnabon has 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.
“It’s a huge focus point for us to take Cinnabon street side,” Kendall Ware, chief brand officer for Cinnabon said. “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.”
For 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.
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