Here’s how Boxx Brands plans to take Cinnabon to new heights in WA

For one thing, coffee will be a big focus for the brand in the region.

As a geographically isolated region, Western Australia presents unique challenges for Boxx Brands as it expands its Cinnabon franchise. Supply chain logistics are particularly intricate, especially with key regional cities a few hours away from each other.

Brett Higgins Managing Director at Boxx Brands said this is an opportunity to strategically choose the right locations and operators whether internally managed or through external partners. 

“Cinnabon has an ambient model as well. At the moment, we are building a central kitchen where some of the products will be prepared and produced,” Brett told QSR Media in a quick interview after they announced the location of the first Cinnabon in WA.

Cinnabon has three franchisees in Australia. Boxx Brands is the exclusive franchisee of the brand in WA.

Boxx Brands was formed four years ago by a group of franchisees and franchisors of national and international brands. Brett himself was previously a Development Agent and franchisee of Subway. The group also owns Jesters and Croissant Express.

Growing Cinnabon

Early this June, Boxx Brands announced that it will open the first Cinnabon for WA in Lakeside Joondalup Shopping City. The first outlet will be a 22 sq metre kiosk. The site will have busy traffic due to the shopping centre also being connected to a train station.

Targeting travel hubs and non-traditional locations will be a key part of Boxx Brand’s plans to grow Cinnabon.

“We aim to see that there will be six or so crucial shopping centres that geographically cover north, south, east, and west and fill in some other locations including the CBD (central business district). And from there we will start reassessing whether we go into other centres or a different type of model,” Brett said.

As the supply chain is their major challenge, Brett said he sees inspiration from Cinnabon’s model in the Philippines.

“In the Philippines, there’s ambient stores where products are brought in every day and there’s stores that bake on-site. So those regional locations will be baked on-site locations just because of the geographical distance. So that’s the difference between probably between us and the East Coast,” Brett said.

On the menu side, Cinnabon will start with three flavours, the classic, pecan and choco. Each of these will have a mini version. Additionally, Brett said he sees an opportunity in the drinks space especially in coffee and wants to position Cinnabon as a drinks company.

“When I look at the market and I look at the younger demographic, I see they drink less alcohol and they lean more towards an indulgent drink. I look at the statistics and I look at data and I look at lines at Starbucks and all these brands that offer similar products, that’s where they are going,” Brett said. Brett believes that it’s one of the fastest-moving spaces and is still untapped in WA.

Brett also envisions leveraging the dual branding space, similar to GoToFoods (formerly Focus Brands and Cinnabon’s parent), which began experimenting in 2023 by co-locating Cinnabon with its other brands to create a unique concept. He anticipates that in the next two to three years, they will elevate their brands by integrating these innovative concepts, offering consumers a diverse and unified experience.