Cinnabon's quiet comeback in Israel focuses on gradual mall growth

Cinnabon is experiencing a quiet comeback in Israel, with its new strategy focusing on gradual growth in malls. The American bakery chain, which returned to Israel nearly two years ago, has opened five branches and is achieving significant monthly revenues per store. This approach contrasts with its previous failed attempt in the Israeli market. The company plans to open 30 to 40 more branches in the next two years, primarily in strong shopping malls, continuing its low-key expansion strategy.