In the vibrant Polygone shopping center in Montpellier, one boutique attracts all the attention: Cinnasens. Since its opening on October 7, this place dedicated to pastries, and more particularly the famous cinnamon rolls, has caused real enthusiasm. So much so that queues can stretch for an hour, testifying to the undeniable passion of Montpellier residents for these sweets. How did this phenomenon come about, and what attracts so many people? Let’s explore this phenomenal success.
The fascinating rise of Cinnasens
Perhaps you have already passed by the Polygone recently and noticed this endless line of gourmands waiting in front of Cinnasens? Since its inauguration, this pastry shop has become an essential landmark for lovers of sweets in Montpellier. Initiated by Lièce El Berrak, this project brings together the art of pastry, incisive marketing and a meticulously thought-out commercial strategy.
An atypical journey for a revolutionary vision
Lièce El Berrak, the man behind this success, is not a trained pastry chef but a pure product of Montpellier entrepreneurship. After a stint at the MHSC training center, he first enrolled in a career as a human resources consultant. It was during his trips to London and Geneva that the idea for a special pastry was born. What he saw in foreign streets, he decided to create and reinvent in France, putting his headhunting activity on hold to devote himself to his innovative vision of cinnamon rolls.
The secret recipe for infatuation
In Montpellier, Cinnasens offers a varied range of eight flavors, where the cinnamon is queen: four cinnamon varieties and four others based on toppings such as custard and accents of Speculoos or Nutella. Craftsmanship is at the heart of this process, with each roll prepared on site, offering customers the spectacle of live, authentic confection.
When marketing strategy meets taste innovation
In order to appeal to an ever-widening audience, each Cinnasens creation is designed to be not only delicious but also visually eye-catching and instagrammable. This strategy is paying off in Montpellier, where the impact on social networks further boosts residents’ tasting desires.
Queue management, a mastered challenge
Faced with such success, fluid organization is crucial and Cinnasens understands this well. Through the application of concepts related to queuing theory, the store has implemented optimized management to offer a pleasant experience to its customers, reducing the perceived wait thanks to ingenious devices.
Promising expansion projects
With ambitious prospects, Lièce El Berrak is already planning to extend Cinnasens beyond the borders of Montpellier. Paris will soon be adorned with new branches, with the ultimate objective of creating up to 200 franchises across France. An ambitious plan which could conclude with an interaction with the global giant, Cinnabon.
Are you going to ruin your Sunday in Montpellier because of the weather? Find out here!
Why will Cinnasens revolutionize the way you enjoy cinnamon rolls in Montpellier?