Cinnabon is broadening its menu, and metro Atlantans will be the first to have a taste.
The Atlanta-based company has created a bakery-cafe at its Cumberland Mall location that will be used as a test kitchen for new products, said Cinnabon president Kat Cole. They include a new croissant, an apple danish, cupcakes, breakfast sandwiches and iced coffees..
"You'll see little pieces in certain venues individually, but you won't see our full menu anywhere but here," she said.
The move is an effort by the company — owned by Atlanta-based Focus Brands — to keep up with changing consumer demands and an audience that is more diverse than when the company was founded 27 years ago, Cole said.
"In this day and age, it is incredibly important" to diversify, said Karen Bremer, executive director of the Georgia Restaurant Association. "If consumers are making the trip to your establishment, you want them to find everything they want in one place.
"You've got to innovate to satisy the demands of old customers and to create some new ones," she said.
Franchisees can also visit the cafe to determine what type of store they would like and how extensive they can make their menu, Cole said.
Another part of the strategy is to better utilize space and staff. Because the chain's food is often regarded as a treat, there are lulls in business during the day when customers go to other restaurants for lunch or dinner.
Broadening the menu with sandwiches attracts customers who want both, she said. And it uses ingredients more effectively, especially when coupling products with its cinnamon flavoring.
"We are looking at how we can responsibly fill that void," Cole said.
