Cinnabon is facing an existential threat as it turns 40: How does a chain that’s become synonymous with the food court evolve when fewer malls are being built?
GoTo Foods, Cinnabon’s parent company, isn’t looking too far for a solution. Next month, Cinnabon is opening a first-of-its-kind location with sister brand Carvel that mashes up Cinnabon’s hot and gooey cinnamon rolls with Carvel’s ice creams for a selection of desserts.
“We took this concept to a very broad swath of consumers early on (and we) got this ringing endorsement from about 80% of the US population,” Jim Holthouser, CEO of GoTo Foods, told CNN. The concept is largely aimed at attracting Gen Z and Millennial eaters, who “definitely have a desire for unique indulgent experiences.”
He describes the indulgence as “little treat culture,” a reference to a popular social media trend among younger consumers purchasing small, affordable sweets or items as a reward for mundane daily tasks.
An interior rendering of a "Cinnabon Swirl" location.
An interior rendering of a "Cinnabon Swirl" location. Cinnabon Swirl
The menu at “Cinnabon Swirl” is designed for the TikTok audience, where unique foods are often brought to the top of people’s algorithms and become viral sensations. GoTo Foods hopes it will draw лаки джет игра in customers as mall foot traffic has stagnated in recent years and traditional food courts have disappeared in favor of more upscale options.
For starters, there’s the “Bonini,” a cinnamon roll warmed in a panini press, sliced in half and filled with ice cream. Then there’s the “Cinnabon Swirl Sundae,” which features the sweet center of a cinnamon roll as its base and topped with soft serve ice cream. Rounding out the menu are ice cream sandwiches served with Cinnabon-inspired cookies and Carvel-influenced toppings, like sprinkles or cookie bits.
A small selection of Carvel and Cinnabon staples served at their standalone locations — cakes, ice cream and cinnamon rolls — are also on sale.
Attracting franchisees
GoTo Foods franchises their brands, which also includes Auntie Anne’s, Jamba, and Schlotzsky’s. Pitching owners to invest in an unproven concept is often met with hesitancy. However, “Cinnabon Swirl” was an instant hit, Holthouser said.
“We really had no problem signing people up, which is a little unusual,” he admitted. “Usually when new brands are birthed, a lot of owners are going to sit on the sidelines to make sure that things kind of work out the way they think.”
The first “Cinnabon Swirl” opens in May in Oregon, with another three opening by the end of this year in Peoria, Arizona; Kennesaw, Georgia; and Pasadena, California. An additional 30 locations are slated to open in 2026.