Craveworthy Brands has made a significant move in the dessert industry with its acquisition of Kinnamōns, an artisanal cinnamon roll concept founded by restaurateur Micah Camden in 2022. The acquisition, finalized on March 11, 2025, brings the Portland-based bakery brand into Craveworthy’s growing portfolio of franchise concepts. Kinnamōns has gained attention not only for its hand-crafted, innovative cinnamon rolls but also for counting NFL star Ndamukong Suh among its investors. This strategic acquisition represents Craveworthy’s continued push into the premium dessert market, adding a unique concept with strong growth potential to their diverse brand collection.
The Rise of Artisanal Cinnamon Rolls in Portland
Kinnamōns has quickly established itself as a standout dessert destination in Portland since its founding in 2022. With just two locations in the city, the concept has gained a devoted following for its unique approach to the classic cinnamon roll. Unlike traditional bakeries, Kinnamōns specializes in gourmet, hand-crafted rolls featuring innovative flavor combinations that elevate this familiar treat.
From its inception, founder Micah Camden envisioned a bakery that would transform the humble cinnamon roll into an artisanal culinary experience. Camden’s background in the restaurant industry informed his approach, focusing on quality ingredients and creative flavor profiles. This commitment to craft aligns perfectly with emerging dessert trends that emphasize artisanal production and unique flavor combinations.
The Portland dessert scene has embraced Kinnamōns as a local treasure. Customers often line up before opening hours, eager to sample their freshly-baked creations. The brand’s success in this competitive market demonstrated its potential for wider appeal, making it an attractive acquisition target for a company looking to expand in the premium dessert space.
Strategic Significance of the Acquisition
For Craveworthy Brands, adding Kinnamōns to their portfolio represents a calculated strategic move. The acquisition diversifies Craveworthy’s offerings by establishing a stronger foothold in the dessert category, complementing their existing restaurant concepts. This expansion comes at a time when consumer demand for premium, hand-crafted baked goods continues to rise across the country.
Gregg Majewski, CEO and Founder of Craveworthy Brands, explained the strategic rationale: “We recognize Kinnamōns as a concept that blends nostalgic and modern tastes, and a founding team that understands brand-building on a genuine level, making it the right addition to our portfolio.” This sentiment reflects Craveworthy’s focus on brands that offer both emotional connection and innovation.
The acquisition also brings celebrity investor appeal through NFL player Ndamukong Suh’s involvement with Kinnamōns. Suh’s participation is expected to enhance the brand’s visibility as it expands nationally. Celebrity endorsements can significantly boost franchise interest, an important factor as Craveworthy implements its aggressive growth strategy for the concept.
This development follows a pattern of strategic acquisitions in the food industry, where larger restaurant groups are acquiring smaller artisanal brands with proven concepts and growth potential. Craveworthy’s approach emphasizes preserving what makes each brand special while providing resources for national expansion.
Kinnamōns’ Unique Value Proposition
What sets Kinnamōns apart in the crowded bakery market is its innovative approach to a classic dessert. The brand has reimagined cinnamon rolls with unexpected flavor combinations and premium ingredients that appeal to modern consumers seeking new culinary experiences. Each roll is handcrafted daily, emphasizing freshness and quality over mass production.
The menu features both traditional cinnamon rolls for purists and creative variations that incorporate elements from other dessert traditions. This approach has helped Kinnamōns attract a diverse customer base, from nostalgic traditionalists to culinary adventurers. The brand has also developed seasonal offerings that keep the concept fresh and give customers reasons to return.
Beyond the product itself, Kinnamōns has created an immersive retail experience at its Portland locations. The aroma of freshly baked cinnamon rolls permeates the space, while customers can watch bakers crafting each batch through open kitchen designs. This sensory experience has become central to the brand’s identity and will likely be maintained as the concept expands nationally.
The concept represents a perfect example of how bread-based desserts have evolved in recent years, combining traditional methods with modern sensibilities. By focusing on quality and creativity, Kinnamōns has found a successful formula in a market segment that continues to grow.
Expansion Plans Under Craveworthy’s Leadership
Craveworthy Brands has outlined an ambitious growth strategy for Kinnamōns, focused on national expansion through franchising. The current footprint of two Portland locations provides a solid foundation, but Craveworthy sees potential for hundreds of locations across the United States in the coming years. This expansion will be carefully managed to maintain the artisanal quality that defines the brand.
The franchising approach allows Craveworthy to scale Kinnamōns rapidly while sharing the capital investment with franchise partners. To support this growth, Craveworthy will implement comprehensive systems for training, quality control, and operational support. These systems have been refined across their portfolio of 16 brands and will be customized for Kinnamōns’ specific needs.
Franchise partners will be carefully selected based on their alignment with Kinnamōns’ values and commitment to quality. This selective approach aims to ensure consistency across locations while allowing for appropriate local adaptations. For potential entrepreneurs, Kinnamōns represents an attractive opportunity to join a growing brand with strong corporate backing.
The expansion strategy also includes potential food business opportunities beyond traditional storefronts, such as food hall concepts, kiosks, and co-branded locations. This flexible approach to real estate will allow the brand to enter diverse markets and test different formats across the country.
Market Trends Supporting the Acquisition
The acquisition of Kinnamōns comes amid strong market trends favoring premium dessert concepts. Consumers increasingly seek out artisanal baked goods that offer unique flavors and authentic experiences. This shift has created opportunities for concepts that elevate familiar treats through quality ingredients and creative presentation.
The specialty bakery market has shown consistent growth, outpacing the broader food service industry in recent years. Millennials and Gen Z consumers in particular have demonstrated willingness to pay premium prices for desserts they perceive as special or Instagram-worthy. Kinnamōns has successfully tapped into this desire with its photogenic, indulgent offerings.
Another significant trend is the growing interest in transparent, authentic food brands with clear stories and values. Kinnamōns’ emphasis on hand-crafted products and its founder’s vision resonates with consumers who prioritize authenticity in their food choices. Craveworthy recognizes the importance of preserving this authenticity as the brand expands.
The dessert sector has also seen increased focus on sustainable dessert practices and responsible sourcing. While maintaining the indulgent nature of their products, brands like Kinnamōns can differentiate themselves through commitments to quality ingredients and responsible business practices.
Craveworthy’s Expanding Restaurant Empire
The addition of Kinnamōns brings Craveworthy’s brand portfolio to 17 distinct concepts, spanning various cuisine types and dining formats. The company’s existing brands include well-established names like Bd’s Mongolian Grill, Dirty Dough, Fresh Brothers Pizza, Flat Top Grill, Genghis Grill, and Wing It On!. Each brand maintains its unique identity while benefiting from Craveworthy’s operational expertise and resources.
Craveworthy has articulated ambitious long-term goals, including the target of achieving $1 billion in systemwide sales. This growth will come through both same-store sales increases and continued acquisitions of promising concepts. The company’s approach focuses on identifying brands with strong fundamentals and clear growth potential.
What sets Craveworthy apart from other restaurant groups is its balanced portfolio strategy. The company maintains a mix of established brands and emerging concepts, quick-service and full-service restaurants, and various cuisine types. This diversification helps protect the company from market fluctuations while allowing for knowledge sharing across concepts.
For dessert enthusiasts and recipe creators alike, Craveworthy’s expansion represents exciting opportunities to experience new food concepts across the country. The addition of Kinnamōns specifically brings an innovative dessert option to the portfolio that complements the primarily savory focus of many existing Craveworthy brands.
For those interested in visiting local dessert establishments or finding franchise opportunities, exploring dessert business directories can provide useful information on Kinnamōns and other concepts in the Craveworthy family. Fans of creative desserts and unique food merchandise can also find churro-themed apparel and other items to express their foodie passions.
As Kinnamōns prepares for national expansion under Craveworthy’s guidance, dessert lovers across the country can look forward to experiencing these artisanal cinnamon rolls in their own communities. The brand’s growth story represents a promising example of how creative food concepts can scale without sacrificing the quality and character that made them successful in the first place.