American cinnamon rolls making aliyah (illustration)
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Cinnabon coming to Israel
American chain of baked goods to open first store in Tel Aviv. Its signature item, large cinnamon roll, expected to cost NIS 16 to 18
Israelis love sweet yeast dough with the scent of cinnamon. So for all those pastryholics out there, here's some sensational news: American chain Cinnabon is on its way to Israel,
along with its signature item – a large cinnamon roll.
The franchise for opening Cinnabon stores in Israel has been purchased by R.O.K Investments, which is expected to invest more than NIS 20 million (about $6 million) in its brand penetration efforts.
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The first, kosher bakery is expected to open in late July on 62 Ibn Gvirol Street in Tel Aviv, at the corner of Gat Cinema. Within the next two years, the company plans to open 10 branches across the country.
Some 8,000 Cinnabon bakeries are in operation in 33 countries across the world. The most successful ones are located in Egypt and Russia.
The chain was founded in Seattle in 1985, when a local restaurant looked for a pastry is could serve as a dessert. The cinnamon roll with its creamy glaze won the competition, although its recipe remains a secret.
Ronen Sorinov, one of the owners of R.O.K. Investments and a confectioner himself, says he lived in the United States for 16 years and fell in love with the pastry. It took him two years to bring it to Israel.
American chains don't always succeed in Israel.
"I believe in this product, and I don't understand why people always look at those who didn't succeed. Starbucks and Dunkin' Donuts are not everything. There are many American companies which did succeed.
"I am certain that Cinnabon will be a great success here. Israelis will fall in love with it."
The first Israel bakery will sell three products: Cinnabon Classic – the original cinnamon roll, chocolate and caramel rolls. All three products will be offered in three sizes.
The final pricing has yet to be determined, but according to estimates the large cinnamon roll will cost NIS 16 to 18 ($4.60-5.20).
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