GoTo Foods Aims to Transform Cinnabon and Jamba into Destination Spots

The days of leisurely wandering through malls, stumbling upon an enticing Cinnabon or Jamba, seem numbered. With malls in decline, the automatic foot traffic these brands once enjoyed is drying up. Enter Omer Gajial, the new CEO of GoTo Foods, who has a plan to transform these brands from incidental to intentional destinations.

Gajial's strategy revolves around making Cinnabon and Jamba places people choose to visit, not just spots they visit on a whim. By focusing on strategic locations like airports, transit hubs, and college campuses, Gajial wants to capture those moments of discovery and turn them into repeat business. Enhanced customer experiences and tech-driven loyalty programs are key components of this vision.

The pandemic has only accelerated the shift away from traditional malls to more convenient digital and open-air shopping alternatives. For chains like Auntie Anne's and Cinnabon, the challenge is clear: become a destination or risk irrelevance. The plan involves more than just tweaking menus. it's about creating spaces that invite customers to linger and enjoy a full-blown experience.

But can GoTo Foods really reinvent these brands in a way that attracts intentional visits? Gajial's cautious approach to tech rollouts, prioritizing controlled experiments, shows a commitment to getting it right rather than rushing gimmicks. If successful, this could set a new standard for mall-based brands. If not, they might end up lost between quick indulgences and destination dining.

Here's the thing: the real test will be whether intentionality can be crafted in a way that resonates with consumers. This move by GoTo Foods is a bold attempt to redefine what it means to visit a snack counter, aiming to create hangout spots that people actively seek out.