Kinnamōns, Founded by NFL Star Ndamukong Suh, Joins Craveworthy Brands’ Growing Portfolio of Franchises
Umbrella restaurant franchisor Craveworthy Brands has acquired Kinnamōns, a cinnamon roll concept founded in 2022 by retired NFL defensive star Ndamukong Suh. Kinnamōns developed a fan following with cinnamon rolls that come in nostalgic and innovative flavors. In a news release about the acquisition, Craveworthy said it plans to maintain Kinnamōns’ artisanal qualities while expanding it nationally through a franchise program.
Oregon-based Kinnamōns emphasizes locally sourced ingredients, unique glazes and seasonal flavors. The buns – offered in varieties such as Caramel Apple Pie, Maple Bacon and Cookies and Cream – are baked fresh daily and served to customers quickly. Kinnamōns, whose name is derived from the Greek word for cinnamon, also sells espresso and flavored coffees. Craveworthy’s news release said it will nurture Kinnamōns’ growth via streamlined operations, marketing, supply chain management and training.
Kinnamōns’ Appeal to Craveworthy
“Cinnamon rolls evoke a sense of comfort, nostalgia and indulgence, and the baking segment is seeing incredible potential with demand for gourmet, handcrafted innovations like Kinnamōns,” Craveworthy founder and CEO Gregg Majewski stated in the news release. “At Craveworthy, we search high and low for brands that truly stand out and fill a niche gap in the quick-service industry, while holding the unique ability to scale without losing authenticity of its origins.
“We recognize Kinnamōns as a concept that blends nostalgic and modern tastes and has a founding team that understands brand-building on a genuine level, making it the right addition to our portfolio. Our goal is to introduce Kinnamōns to new markets and preserve the artistry that makes it so exceptional.” Majewski told Franchise Times he was “blown away by the volume” at Kinnamōns stores. He said the restaurants weren’t using Suh’s name in marketing or trying to cash in on Suh’s celebrity. “The food is just good.”
The Craveworthy CEO told Nation’s Restaurant News that his company’s “goal is to expand Kinnamōns from coast to coast, and there is a CPG [consumer packaged goods] play here as well. The brand is a high-end dessert concept and something totally different than what else is out there… ”
About Kinnamōns’ Founder
In the news release, Suh described Kinnamōns cinnamon rolls as “an art form and an experience that brings people together in the community.” Nation’s Restaurant News said Suh, who won the 2021 Super Bowl with the Tampa Bay Buccaneers, would remain an investor in the brand.
“The hospitality industry has always been a core component of my investment portfolio. Growing up with a Jamaican mom and a Cameroonian-born dad, meals were a cherished time in my childhood, and continue to be for my family,” Franchise Times quoted Suh as saying. “Building out hospitality concepts isn’t just about the food, but the community they create, and Craveworthy shares that same passion for community building.”
Franchise Times said Suh got involved in restaurants more than 15 years ago when he invested in Blue Sushi Sake Grill and fostered its growth in Nebraska, where he played collegiate football. He’s also the co-founder of Bae’s Fried Chicken in Portland, Ore. He launched Kinnamōns in Portland, too, and the city now has two locations of the cinnamon roll brand.
Second Dessert Brand for Craveworthy
Nation’s Restaurant News noted that Suh is the second athlete to join Craveworthy Brands. Earlier this month, the umbrella franchisor announced that it would become the managing partner of former National Basketball Association star Shaquille O’Neal’s fast-casual chicken concept, Big Chicken.
Kinnamōns is Craveworthy Brands’ second dessert franchise. It is also the parent of Dirty Dough, a cookie franchise that specializes in creative fillings and mix-ins. (U.S. dessert shops represent a tempting market for investors as well as consumers: Since 2020, their annual revenue has grown 3.3% to $20.4 billion, according to IBISWorld.)
Craveworthy Brands’ other franchises include Bd’s Mongolian Grill, Fresh Brothers Pizza, The Budlong Southern Chicken and Flat Top Grill. The company also owns Genghis Grill, Krafted Burger Bar + Tap, Lucky Cat Poke Co., Nomad Dawgs, Pastizza Pizza & Pasta, Scramblin’ Ed’s, Sigri Indian BBQ, Soom Soom Mediterranean and Wing It On!
“The thing that sets us apart from other [portfolio companies] is that none of our brands will ever be value players,” Majewski told Nation’s Restaurant News. “I don’t play that game. I believe your brand should have value in and of itself, and the food should be exponentially better than what your value is all the time. Those are the brands that we will continue to focus on and bring into our system.”
