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Cinnabon Is Everywhere and There's Nothing You Can Do About It

Photo: ping ping/Flickr

Get ready for all Cinnabon everything everywhere: Ad Age takes an in depth look at the crazy world of Cinnabon's licensing and co-branding deals and finds that of the company's $1 billion in consumer-product sales last year, only 25% came from its franchised stores. The rest comes from lucrative licensing and co-branding deals, like Cinnabon vodka and Cinnabon air freshener.

Apparently the company also has a "robust private-label operation" that works with restaurants to develop "unbranded treats" using Cinnabon ingredients. So pretty much any menu item anywhere might have been masterminded by the cinnamon bun chain. Cinnabon's president Kat Cole explains for expanding the brand in this way: "We had the realization that … there was more to the brand than just the roll. There are only so many malls and airports." Cole is something of a business savant, having worked her way up from a waitress at Hooters to vice president of the breastaurant group.

· Cinnabon's Recipe For Expansion: Licensing and Co-Branding [Ad Age]
· All Cinnabon Coverage on Eater [-E-]

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