Fifteen new products rolled out in 2005 bearing the Cinnabon® logo. And, Bill Jachthuber, Cinnabon’s vice president of brand licensing, is the man responsible for them all. It is Jachthuber’s role at the Atlanta-based treat chain to develop what he terms as “long-term relationships with capable licensees.” His efforts in 2005 mean you can now purchase Cinnabon-branded Sunbeam bread, three types of Poore Brothers cookies, cinnamon rolls from Pillsbury, lattes from Brain Twist, and two types of Mrs. Smith’s frozen desserts and Standard Co. candies—all with that signature cinnamon taste—at your local grocery. Even other restaurant companies were tapped. T.G.I Friday’s now serves a Cinnabon Cheesecake.

Once it started approaching the 300-unit mark, Midwest-favorite Culver’s Frozen Custard & Butterburgers knew it was time to take its branding efforts to the next level. In April, the chain introduced a new tagline, “Taste How Much We Care,” and its first-ever brand campaign. The $4-million campaign stays true to Culver’s “hometown hospitality” roots by emphasizing the burger chain’s commitment to friendly, one-on-one service and great tasting food in a series of radio and television spots.

Rather than go quietly into the night as it becomes apparent that frozen yogurt has seen its heyday, the folks at TCBY decided to take the one thing they have going for them—the brand’s strong association with yogurt—and milk it for all its worth. Enter Yovana, a quick-service concept that leverages TCBY’s dairy past and the country’s current affinity for healthy eating. According to Nielsen, worldwide drinkable yogurt sales increased by 19 percent in 2004. And it just so happens that when the first Yovana opened near Phoenix in the summer 2005, fresh drinkable yogurt—along with made-to-order parfaits and smoothies and baked goods—was on the menu. Consumer response has been positive enough that a second franchisee-run test location is slated to open by year’s end in Chandler, Arizona.

No longer content being a favorite of the lunchtime crowd, 38-yeard-old D’Angelo Sandwich Shops went after males and the dinner daypart in June, when the company rolled out a new brand image. With the new, warmer, and more modern look came a new name, D’Angelo Grilled Sandwiches, and a new operating philosophy—food as theater. D’Angelo crafted the new branding program with WD Partners in hopes that a more inviting environment and an emphasis on D’Angelo’s grilled offerings will encourage customers to dine-in at dinner. While they were at, D’Angelo cut 80­­­–100 square-feet from the back of the house and streamlined its sandwich-making process.

According to the International Academy of Digital Arts and Sciences (iadas), Chipotle’s quirky, animated site is the best the restaurant business has to offer online. Each year more than 4,300 sites enter the IADAS’s Webby Awards program. In May, Chipotle beat out the competition to win in a newly introduced category, Best Restaurant. Judges said Chipotle’s “humorous interactive approach” was a strong reflection of the brand’s in-store operations. And they are right; at www.chipotle. com, visitors are encouraged to take an active role in their experience, just as they are inside a Chipotle store. Still, no word yet on whether winning a Webby equals more burrito sales. Franchising >