To keep young diners interested, flavors will rotate regularly. The Hillsboro store will serve up new ice-cream cup, cone, and sandwich flavors each month, starting with birthday cake and cold brew coffee.
Future flavors could be dictated by customer behavior and feedback, said Donahue, who was previously chief marketing officer at IHOP.
“Successful brands are guided by what their consumer is telling them, and this is no different. We’re going to pay attention,” she said.
GoTo Foods, through its affiliate brands and franchises, operates over 6,900 restaurants, cafes, ice cream shops, and bakeries in 50 states and more than 65 countries.
Cinnabon in particular has focused on combining localized marketing with co-branded collabs (see: Pizza Hut and Pinnacle) and attaching itself to buzzy pop-culture moments, including a Better Call Saul cameo.
Though it wants to engage the TikTok generation, when it comes to Cinnabon Swirl, marketing efforts will start locally, with GoTo encouraging franchisees to engage with consumers on Instagram and Facebook. “That’s where we’re going to spend most time,” said Donahue.
Loyalty program Swirl Rewards will also play a role in updating customers on the latest openings and flavors.
