Cinnabon is trying to avoid extinction with the help of TikTok and ice cream

Cinnabon is facing an existential threat as it turns 40: How does a chain that’s become synonymous with the food court evolve when fewer malls are being built?

Cinnabon is facing an existential threat as it turns 40: How does a chain that’s become synonymous with the food court evolve when fewer malls are being built? GoTo Foods, Cinnabon’s parent company, isn’t looking too far for a solution. Next month, Cinnabon is opening a first-of-its-kind location with sister brand Carvel that mashes up Cinnabon’s hot and gooey cinnamon rolls with Carvel’s ice creams for a selection of desserts. “We took this concept to a very broad swath of consumers early on (and we) got this ringing endorsement from about 80% of the US population,” Jim Holthouser, CEO of GoTo Foods, told CNN. The concept is largely aimed at attracting Gen Z and Millennial eaters, who “definitely have a desire for unique indulgent experiences.” He describes the indulgence as “little treat culture,” a reference to a popular social media trend among younger consumers purchasing small, affordable sweets or items as a reward for mundane daily tasks. The menu at “Cinnabon Swirl” is designed for the TikTok audience, where unique foods are often brought to the top of people’s algorithms and become viral sensations. GoTo Foods hopes it will draw in customers as mall foot traffic has stagnated in recent years and traditional food courts have disappeared in favor of more upscale options. For starters, there’s the “Bonini,” a cinnamon roll warmed in a panini press, sliced in half and filled with ice cream. Then there’s the “Cinnabon Swirl Sundae,” which features the sweet center of a cinnamon roll as its base and topped with soft serve ice cream. Rounding out the menu are ice cream sandwiches served with Cinnabon-inspired cookies and Carvel-influenced toppings, like sprinkles or cookie bits.