Cinnabon upgrades its coffee program in a bid for more frequency
Cinnabon partners with Seattle’s Best Coffee to enhance customer frequency and unit performance.
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Cinnabon will begin serving Seattle’s Best Coffee nationwide, aiming to upgrade its beverage program and increase customer visits. The chain operates nearly 2,400 locations globally, all franchised, with over 1,300 in the U.S., and has reported a 3.6% growth in system sales to over $500 million. The new coffee offering utilizes existing equipment, minimizing franchisee investment.
Why It Matters
This initiative may increase customer frequency for franchisees, enhancing unit economics as beverage sales typically drive higher traffic, benefiting overall store performance.
Cinnabon is set to enhance its beverage offerings by introducing Seattle's Best Coffee across its nearly 2,400 locations globally, a move aimed at increasing customer traffic and sales of its signature cinnamon rolls. The announcement was made alongside a report on the challenges facing chain restaurants, highlighting how some sectors, particularly beverages and coffee, have managed to thrive despite overall sales slowdowns.
Urvi Patel, chief brand officer at Cinnabon, described this initiative as “a strategic evolution for Cinnabon” aimed at elevating the beverage program to match the quality of its renowned cinnamon rolls. By combining Seattle's Best Coffee with its baked goods, Cinnabon hopes to provide a more integrated guest experience that encourages repeat visits, thus creating new growth opportunities for franchisees. "We’re delivering a more complete experience for our guests while creating new opportunities for franchisees to drive frequency, increase beverage attachment and strengthen overall performance," Patel stated.
This partnership also focuses on easing the operational burden for franchisees, as the new coffee program utilizes existing drip coffee equipment, eliminating the need for significant new investments. Cinnabon previously launched a limited-time beverage line of Swirled Sodas, indicating a clear strategy to diversify its drink offerings and keep pace with trends in the restaurant industry where beverages play an increasingly crucial role in attracting customers.
