Cinnabon Bakeries Begin Sampling Programs with International Delight
Through Jan. 31, Cinnabon Bakeries are offering a splash of Cinnabon-flavored coffee creamer from International Delight when customers purchase a cup of coffee. The creamer is located either on the condiment bar or offered by a server. Some bakeries sell the creamer on site, but all customers depart with a 55-cents off coupon for the creamer.
International Delight debuted the Cinnabon Creamer in January promoted by FSIs in late spring, but most of the recognition has come from shoppers seeing the creamer on shelf in stores. In October, a flight of TV spots aired that were filmed in a Cinnabon bakery. The efforts have pushed sales to about $1 million, said Cara Becker, vice president of consumer product licensing at Focus Brands, which owns Cinnabon.
“This time of year is probably when folks are using more coffee creamers and that will lead to increased sales,” she said.
Focus Brands has 18 consumer packaged goods licensees, including Pillsbury, Kellogg, Cream of Wheat (B&G Foods), Lenders Bagel, and Sunmaid.
The International Delight Cinnabon Creamer sampling program is a first for any Focus Brand licensee due to training and distribution issues. The program is now running in 280 bakeries. (Seven tips to effectively execute a sampling program).
“Now that we figured out how to do it we’ll be doing more of it,” Becker said. “Part of the equation is because our bakeries are franchisees we have to figure out what a competing offer is for their bakeries.”
Most recently, in-store tests began in some bakeries for the Cream of Wheat Cinnabon flavors. Three packs of the cereals are displayed for sale by the cash registers. Cream of Wheat launched a major comeback in 2009.
On another front, Cinnabon is making a run at Starbucks, Dunkin’ Donuts and McDonald’s McCafé by elevating its coffee offerings. A few bakeries are testing the “Cinnabon Café.
“Coffee is becoming more and more important,” Becker said. “Overall consumers are more tuned into coffee and what good coffee is and are looking for great coffee when they are out, so anyone in the restaurant business should be responding to that.”
