Cinnamon roll chain plans UK expansion

Cinnabon, the cinnamon roll cafe chain, is planning to expand across the UK, this week launching a sampling campaign in London.


Topless muscle bound men called “Cinnahunks” walked around Oxford Street carrying samples of the rolls to promote its stores located on the street, Trocodero and Queensway Bayswater.

There are currently more than 700 Cinnabon cafes operating in more than 30 countries worldwide. It is owned by US-based company, Focus Brands.

Janine Hoggins, general manager says the time is now right to expand its network in the UK throughout the year.

It is pitching the product to office workers in need of a snack break, as well as for celebrating colleagues’ birthdays and catering for meetings.

In May, it launched a sampling campaign featuring girls on roller skates who scooted into offices in London and handing out samples. The campaigns were handled by Redleaf Communications.

The cinnamon rolls are created by hand onsite, using dough, filling and frosting that are made from scratch by specially trained chefs throughout the day.

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