The Clever Reason Cinnabon Ovens Are Placed At The Front Of The Store
If you've ever been to a mall, a boardwalk, a major shopping center, or another crowded public venue, then you have likely come across a Cinnabon. The fast-casual baked goods chain is known for its hard-to-resist cinnamon buns, among other tasty treats like its signature CinnaSweeties and Chillatas.
Cinnabon got its start back in 1985 when father-son duo Rich and Greg Komen opened up the first shop in Seattle, Washington, according to the company's website. The bakery quickly became a hit, and though it was sold in 1998, the chain now has locations in more than 50 countries.
When it comes to getting people in the door, businesses have to play on either a customer's emotions or their desires. It's imperative in the food industry to appeal to a customer's senses of smell and taste. And Cinnabon has the perfect way of enticing passersby to step inside for a sweet treat — even if you don't realize it.
Cinnabon's ovens help customers walk in the door
Have you ever passed by a Cinnabon and smelled that sweet, irresistible aroma of freshly-baked cinnamon rolls? If so, you're not alone. Actually, according to The Wall Street Journal, this is Cinnabon's little trick to getting customers in the door — they place the ovens at the front of the store. If the storefront is placed in a mall, shoppers will walk past, smell the buns, and suddenly start craving the treat.
There is a reason the scent is so captivating; our brains crave sugar. According to Thorne, it's in part due to the hippocampus, the part of the brain responsible for making memories. We remember sugary treats and associate them with happy times, so we want more. When you're walking past a Cinnabon and smell that sweet cinnamon bun scent, your brain associates it with treating yourself, which makes you happy. As a result, you're prompted to either enter the store right away, or you keep thinking about it as you continue to stroll until, eventually, you return.
Businesses employ many strategies to entice customers
Cinnabon isn't the only restaurant to take advantage of the human brain. It's quite common for anything from fast-casual spots to sit-down restaurants to play on human perception. You might see a bakery display its cakes in a store window as a way of showing customers what they're missing by not walking in. Or, you might notice that a restaurant prices a menu item at $19.99 to make it seem more affordable to a customer than $20 (per Panamar Bakery Group and Reader's Digest).
Grocery stores are sneaky, too. According to the Center for Science in the Public Interest, grocery stores often use the ends of aisles to display appealing foods, especially sale items, so that you'll grab one (or two) containers of boxed macaroni and cheese as you pass by. They also commonly put sugary cereals on lower shelves, so kids notice and ask their parents to buy the products. Ultimately, humans' brains are attracted to certain scents and sights. Whether it's a good-smelling cinnamon bun or pastel-colored food packaging, restaurants and grocery stores know exactly how to initiate cravings.