Reposition the Cinnamon Roll

There is a scene in the movie "Other Peoples Money" when Danny DiVito says there was once many firms that made buggy whips, then the demand for buggy whips started to wane with the advent of the automobile, eventually there was one buggy whip company left and they made the best damn buggy whip on the planet. Did you want to be a shareholder in the that company?

Cinnabon a very delicious concept is facing a decline in traffic problem because it is positioned inside of shopping malls.

part of a strategy to increase Cinnabon’s current customer base and attract new users to the brand outside of the mall markets it primarily trades in.

“What’s happening specifically in the malls is traffic is going down and we need to increase the amount of customers who stop in front of our stores,” Bales said. “We need to do that by reinventing the brand over the next three years; that’s what we’re working on now.”

The initiatives at Cinnabon, which is a division of Focus Brands Restaurant Group, are currently being tested or are going into test at the company’s four corporate-owned stores