Cinnamon Is Suddenly the Hot New Ingredient on Restaurant Menus and Cinnabon Is Cashing In
Cinnabon thrives during cinnamon craze with over 300 new locations opened in 2025.
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Cinnabon has reported its best growth year to date, opening over 300 new locations in 2025, trailing only Wingstop. The brand is capitalizing on a growing popularity of cinnamon and has enhanced its drink menu with Seattle's Best coffee and new 'Swirled Sodas'. Recent leadership changes at GoTo Foods are contributing to this growth phase.
Why It Matters
This expansion may increase territory competition for franchisees, as Cinnabon's growth could attract both customers and potential investors in saturated areas.
Cinnabon has experienced a significant expansion, opening over 300 new locations in 2025, marking its best growth year in company history. This impressive unit count places Cinnabon among the top fast-food brands, second only to Wingstop, which opened 382 new stores in the same timeframe. This growth is attributed to a nationwide enthusiasm for cinnamon, as well as an expanded beverage menu, including Seattle’s Best coffee and the trendy “Swirled Sodas.”
The introduction of new drink offerings has complemented Cinnabon’s iconic cinnamon rolls, driving sales and enhancing customer engagement. The brand also benefits from co-branded locations alongside Auntie Anne’s and Carvel, which contributes to higher sales per store.
Strategic leadership changes have been pivotal in this success. Cinnabon is now led by Chief Brand Officer Urvi Patel, who assumed leadership in early 2025, amid a broader restructuring at parent company GoTo Foods, which also welcomed a new CEO the previous year. This leadership transition appears to have energized the brand's growth trajectory.
The current expansion phase hints at a robust system health for Cinnabon, indicated by the successful rollout of both food and beverage items that capitalize on market trends. The pace of growth suggests that the brand may continue to thrive in a competitive landscape. Moving forward, stakeholders may observe if Cinnabon can maintain its growth momentum throughout the upcoming quarters, particularly as it seeks to integrate new offerings into its existing business model.
