Dive Brief:
- West Coast convenience retailer US Market plans to open a Cinnabon inside all of its roughly 50 locations, a company spokesperson confirmed to C-Store Dive.
- The first Cinnabon debuted at one of US Market’s c-stores in Salem, Oregon, about three months ago, the spokesperson said. A pilot program is underway to get about 10 more “test site” Cinnabons up and running before launching the full rollout, they said.
- Cinnabon is US Market’s first QSR franchise, according to the spokesperson. The Oregon-based retailer is the latest in a growing list of c-store companies attempting to boost their food capabilities through on-site restaurants.
Dive Insight:
This partnership is not only a boost to US Market’s food operations, but will also significantly expand Cinnabon’s presence in Oregon, where the baked goods chain only has 15 locations, according to its website. Forty-three of US Market’s 50 convenience stores are located in the Beaver State.
Besides Oregon, US Market has c-stores in Washington, Idaho, Utah, Arizona and Texas, according to its website.
The spokesperson said that with Cinnabon, US Market is “leveraging nationally recognized brands to drive traffic and elevate the in-store experience.”
“With additional Cinnabon locations already in the pipeline, this move reflects how a regional operator is using branded foodservice as a growth engine — not an add-on,” US Market’s spokesperson said in a statement.
Cinnabon is known for unique takes on cinnamon rolls, such as the Caramel PecanBon, which features caramel frosting, caramel sauce, and pecan pieces; or the Apple Crumble, made with an apple pie filling and a crunchy streusel topping. US Market’s spokesperson said the menu at its first Cinnabon location is tailored to the convenience store’s assortment.
Several other convenience retailers increased their QSR investments last year. Those included RaceTrac’s $566 million acquisition of sandwich QSR Potbelly, EG America launching Krispy Krunchy Chicken at about 150 c-stores and Rebel Convenience Stores expanding its Hatch Chicken restaurant concept.
