Indulgence on the Go

Arianna RobinsonNikki Nixon

Sam JohnsonThomas Scardino

Carp

RichTimes

The problem?They are NOT

How can Cinnabon offer quality and

luxury indulgence

...on the go?

Go - Bon

1. Starts with the dough2. Formed into a ball3. Baked to perfection4. Cooled slightly5. Infused with delicious flavor

Production Process

Creamy Caramel PecanDivine Chocolate

Heavenly Cream CheeseGourmet Turtle

Fresh Raspberry Succulent Blueberry

Filling Flavors

Value Proposition

Quality and LuxuryIndulgence

…on the go.

Consumer

• Portable - Easy to take on the go

• Less Mess• Aesthetic Appeal

Cinnabon

• Within Core Competency of Quality

Indulgence

• Entering New Market - Competing with On The

Go Snacks

Key Partnerships

Godiva Chocolate

Smuckers Jellies and Jams

Philadelphia Cream Cheese

Go - Bon

For when I only have one hand to

spare.

My mind is in Boston...

…my mouth is in Heaven.

Go - Bon

When I want to treat my kids...

But don't want to clean up a mess.

I pick Go - Bon!

Now you can take the time to indulge…

…without taking the time to indulge.

Go - Bon

Promotion Ideas

1. Go Bon inc. with 6-Pack Orders

2. Limited time promotional pricing strategy

3. Seasonal Flavors

Spooky Salted Caramel

Gingerbread House

Summer Smores

Strawberry Shortcake

Seasonal Flavors

Financial Overview

• Pricing Strategy

•Estimated COGS & Revenue per unit

•Projected Growth

Pricing Strategy

$1.50

$1.79$1.99

Classic Cinnabon Bites

Go-Bon

COGS / unit .74 .60 .40

Unit Price 3.69 2.99 1.99

Markup 2.95 2.39 1.59

Margin 80% 80% 80%

Estimated COGS and Revenue per unit

Customer Surveys

85%Would Likely Buy

10%Would Definitely Buy

12

Based on Customer Surveys

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10

Month 11

Month 12

0%

1%

2%

3%

4%

5%

6%

Series1

YEAR 1

Gro

wth

Estimated Sales in Atlanta Airport

• Travelers per day on average: 67, 337

• CURRENT CUSTOMER BASE• Current Estimated Cinnabon customers per hour: 30• Average ticket: $5• Revenue per day (14 hrs of operation): $2,100

• PICK UP AND GO ADDED BASE• 15% of travelers stop for pick up and go snack, 1% of which will buy

Cinnabon• 63 customers per hour added • Average pick up and go ticket: $3• Added daily revenue: $1323

1 2 3 4 5 6 7 8 9 10 11 12 130

500

1000

1500

2000

2500

3000

Series1

Series2

Summary

The low cost of goods and high demand for portable desserts will make the Go-Bon a very profitable addition to the Cinnabon menu.