Cinnabon Inc. is rolling out the company’s first food item that can be eaten on the go, the CinnabonStix, in mid-June 2000. The Atlanta-based company, acquired by AFC Enterprises in 1998, designed the product with the intent to gain additional snack category market share. The CinnabonStix introduction is part of a three-pronged approach to fuel unit and sales growth. In addition to the new hand-held product, the brand is re-imaging 60 bakeries in 2000 and continuing an aggressive worldwide franchising effort.
“Before the CinnabonStix, we weren’t an option for the guest who didn’t have time to sit down and enjoy a fresh-baked product from Cinnabon,” said Gregg A. Kaplan, Cinnabon president. “Today, we tap into an entirely new segment of the market that we never had access to before.”
CinnabonStix are hand-made and freshly baked from the oven every 30 minutes. The product has a Danish-dough base and is made with the company’s proprietary Makara cinnamon. CinnabonStix are available in quantities of five and ten.
In the past 15 months, Cinnabon signed commitments to build 443 bakeries over the next five years, which will double the brand’s size. The commitments include 112 U.S. locations in 22 states and 331 international locations in 16 countries and U.S. territories. The brand opens
