What forms and media does Cinnabon determine to be most effective for advertising or promotional programs?
Cinnabon Franchise · 2025 FDDAnswer from 2025 FDD Document
We are not obligated to conduct any advertising. We may periodically formulate, develop, produce, and conduct, at our sole discretion, advertising or promotional programs in such forms and media as we determine to be most effective.
We have sole authority to direct all advertising programs and promotions and uses of the Ad Fund, with sole control over the creative concepts, materials, and media used in the programs, and the placement and allocation of advertising. We reserve the right to use any media, create any programs, and allocate advertising and promotional expenditures to any regions or locales we deem appropriate. We may use the Ad Fund to meet the costs of administering, preparing, and conducting national, local, or regional advertising, promotional, or brand building programs of any kind, including the cost of (i) preparing and conducting television, radio, magazine, newspaper, and digital advertising campaigns and other public relations activities (including, but not limited to, for purposes of brand reputation management), (ii) employing public relations firms and advertising agencies to assist in these activities, and (iii) conducting other activities that are directly or indirectly designed to promote the System, its franchisees, and/or increase System sales, such as limited-time menu offerings, crew incentives, franchisee incentive and/or promotional programs, customized materials (e.g., cups), up-sell programs, guest response programs, manager/employee recognition programs, quality assurance and food safety programs, mystery shop and shopper programs, brand websites and ordering platforms, brand applications, social media account administration and promotion, and in-store equipment and technologies related to such marketing programs.
In Fiscal Year 2024, 31% of the Ad Fund was spent on media placement (including tv, radio, print, digital, and social media placement); 33% on production and agency fees (including promotions, press relations, agency retainer fees and creative services, market research fees, and digital team salaries); 8% on guest response programs and menu innovation projects; 27% on brand and category marketing expenses (including salaries of marketing personnel); and 1% on administrative expenses.
We or our affiliates, in our sole discretion, may establish and operate websites, social media accounts (such as Facebook, X, Instagram, Pinterest, Snapchat, YouTube, TikTok, etc.), applications, keyword or adword purchasing programs, accounts with websites featuring gift certificates or discounted coupons (such as Groupon, Living Social, etc.), mobile applications, online videos, display banner campaigns, e-mail marketing campaigns, or other means of digital
Source: Item 11 — Franchisor's Assistance, Advertising, Computer Systems, and Training (FDD pages 66–82)
What This Means (2025 FDD)
According to Cinnabon's 2025 Franchise Disclosure Document, Cinnabon periodically formulates, develops, produces, and conducts advertising or promotional programs in forms and media that it determines to be most effective. Cinnabon has sole authority to direct all advertising programs and promotions and uses of the Ad Fund, with sole control over the creative concepts, materials, and media used in the programs, and the placement and allocation of advertising. They also reserve the right to use any media, create any programs, and allocate advertising and promotional expenditures to any regions or locales they deem appropriate.
These programs may include television, radio, magazine, newspaper, and digital advertising campaigns, as well as other public relations activities. Cinnabon may employ public relations firms and advertising agencies to assist in these activities. They may also conduct other activities designed to promote the Cinnabon system, its franchisees, and/or increase system sales, such as limited-time menu offerings, crew incentives, franchisee incentive and/or promotional programs, customized materials (e.g., cups), up-sell programs, guest response programs, manager/employee recognition programs, quality assurance and food safety programs, mystery shop and shopper programs, brand websites and ordering platforms, brand applications, social media account administration and promotion, and in-store equipment and technologies related to such marketing programs.
In Fiscal Year 2024, Cinnabon spent 31% of the Ad Fund on media placement (including tv, radio, print, digital, and social media placement); 33% on production and agency fees (including promotions, press relations, agency retainer fees and creative services, market research fees, and digital team salaries); 8% on guest response programs and menu innovation projects; 27% on brand and category marketing expenses (including salaries of marketing personnel); and 1% on administrative expenses. Cinnabon also utilizes digital marketing, including websites, social media accounts, applications, keyword purchasing programs, and email marketing campaigns, to promote the brand and individual bakeries.