cinnabon business foundations pilot final presentation (1)
Post on 29-May-2015
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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.
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