Cinnabon has introduced its new branding for the first time outside of the US in Abu Dhabi Marina Mall, one of 40 outlets in the UAE.
The rebrand includes an updated logo, new staff uniforms, a newly designed dining area with contemporary furniture, and an additional product line.
Marwan Kandeel, multi-brand manager of Cravia Group, the UAE franchisee of Cinnabon explains: “Our experience within the UAE market is that our customers desire a fashionable, stylish and modern look, in line with current high-end trends.
“We invested more greatly in this store than is usual, to cater to the extremely high standards of Abu Dhabi residents and visitors, and to match and exceed the competition in a market with refined offerings.”
In addition to a new look, the rebranded bakery has an expanded menu, including the ice cream carvel, a new range of ‘Whoopies’, designed for customers on the go and Seattle’s Best Coffee.
Kandeel continues: “Although this is only the second store to feature Cinnabon’s new image worldwide it is at the forefront of all our retail outlets. We applied key learnings from the first store change in the U.S., and we are confident we have succeeded in exceeding all expectations with this new opening.
“We are pleased to have already received positive feedback from our customers on the refined atmosphere and environment, on new selections tried from our menu, as well as our selection of freshly made Cinnabon rolls.”
Founded in Seattle in 1985 and now based in Atlanta, Cinnabon is a cinnamon roll bakery chain.
The company serves cinnamon rolls made with Makara cinnamon and other baked goods and specialty beverages.
Cinnabon currently operates more than 650 franchised locations worldwide, primarily in high traffic venues such as shopping malls, airports, train stations, and travel plazas.