Today’s conventional wisdom would suggest that aggressively expanding a brand solely focused on a singular sugary baked good is folly. Cinnabon isn’t quite the ill-fated Crumbs, despite some similarities, and President Kat Cole has been aiming high:
- “We’re building the world’s greatest brand,” she told Nation’s Restaurant News.
- “Eventually it will end up in the bucket with brands like Oreo and Hershey,” she told Forbes.
Indeed 2013 was a busy (and profitable) year for Cinnabon; the chain added 110 new locations, bringing its total now up to nearly 1,200 and saw $1 billion in retail product sales from all divisions worldwide, including franchising, consumer package goods and food-service licensed products.
It also spent only $33,000 in advertising.