Cinnabon is trying to avoid extinction with the help of TikTok and ice cream

CNN - Apr 8th, 2025

Facing declining mall traffic, Cinnabon, owned by GoTo Foods, is reinventing itself by launching a new co-branded concept with Carvel called 'Cinnabon Swirl.' This initiative aims to attract Gen Z and Millennial consumers by offering unique dessert mashups like the 'Bonini' and 'Cinnabon Swirl Sundae,' designed to go viral on social media platforms like TikTok. The first location will open in Oregon, with more planned across the U.S. The new venture has already piqued the interest of franchisees, an indication of its potential success.

This move is part of GoTo Foods' broader strategy to sustain its brands by exploring co-branding opportunities and establishing standalone locations. With sales at Cinnabon and Carvel showing declines, the company is banking on this innovative approach to boost profitability and maintain relevance. The strategy reflects a shift toward creating experiences that resonate with younger consumers while optimizing operational efficiencies by combining the best elements of both brands.

Social Media Gen Z Millennials Cinnabon Carvel Go To Foods Jim Holthouser Co Branding Food Court Franchise

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RATING

6.8

Fair Story

Consider it well-founded

The article provides a comprehensive overview of Cinnabon's strategic response to changing market conditions, effectively highlighting the brand's innovative approach to attracting younger consumers through the new Cinnabon Swirl concept. While the article is well-structured and engaging, it primarily relies on information from a single source, which limits its balance and depth. The story is timely and relevant, addressing current trends in consumer behavior and the food industry. However, it could benefit from additional perspectives and data to enhance its accuracy and credibility. Overall, the article succeeds in presenting a clear narrative of Cinnabon's challenges and strategies, but it could further engage readers by incorporating more diverse viewpoints and interactive elements.

Accuracy

The story provides a detailed account of Cinnabon's strategy to adapt to changing market conditions, primarily through the launch of a new concept, Cinnabon Swirl, in collaboration with Carvel. The main claims about the existential threat due to fewer malls, the introduction of new dessert offerings, and the targeting of younger consumers are well-supported by quotes from Jim Holthouser, CEO of GoTo Foods. However, specific figures such as the sales decline percentages for Cinnabon and Carvel, and the exact number of planned new store openings, require independent verification to ensure accuracy. The article's reliance on a single source for some claims, such as franchisee enthusiasm, suggests a need for corroboration from additional stakeholders.

Balance

The article primarily presents the perspective of GoTo Foods and its CEO, Jim Holthouser, which may result in a somewhat one-sided view of the situation. While it effectively outlines the company's strategic plans and challenges, it lacks input from independent analysts or competitors that could provide a more balanced view. The article could benefit from including perspectives on the potential risks or downsides of the new concept, as well as opinions from franchisees or customers, to present a more rounded narrative.

Clarity

The article is well-structured and easy to follow, with a clear narrative that outlines Cinnabon's challenges and strategic responses. The language is straightforward and accessible, making the content understandable to a general audience. The use of specific examples, such as the description of new dessert offerings, helps illustrate the company's strategy effectively. However, the inclusion of more data or visual aids could further enhance clarity and comprehension.

Source quality

The article relies heavily on statements from Jim Holthouser, CEO of GoTo Foods, which provides a credible and authoritative source for information about Cinnabon's strategic direction. However, the lack of additional sources, such as industry analysts or financial experts, limits the depth of the analysis. Including data from independent research firms or market analysts could enhance the credibility and reliability of the information presented.

Transparency

The article clearly states its main claims and provides quotes from GoTo Foods' CEO to support them. However, it does not disclose any potential conflicts of interest, such as the relationship between the writer and the company or the publication's ties to the food industry. Additionally, the methodology behind some claims, like the effectiveness of the TikTok strategy or the precise reasons for sales declines, is not fully explained, which could improve transparency.