The American bakery chain Cinnabon has abruptly closed all 12 of its United Kingdom outlets, marking the end of its four-year presence in the UK market. The decision, confirmed by EG On The Move – the operator and master franchisee for Cinnabon in the UK – signals a significant strategic shift for the company.
A Strategic Pivot Away from Food Service
EG On The Move, a division of petrol forecourt giant EG Group, announced the closure as a “strategic decision” to “focus on its core convenience retail business.” In a statement, a spokesperson for EG On The Move explained that the move was part of an “ongoing evaluation of their portfolio” and a desire to “divest from their food service concepts to focus on other retail sectors.” This decision aligns with the company’s “wider business strategy to focus on areas where we can deliver the greatest value to our customers.” While the Cinnabon brand itself remains strong internationally, this particular venture in the UK has ceased operations. The closures occurred with minimal advance notice, with some customers discovering handwritten signs on shuttered doors indicating that trading had stopped immediately from September 1, 2025.
From Ambitious Expansion to Swift Exit
Cinnabon’s journey in the UK began in November 2020, with initial ambitions to open 150 locations across the country within five years. This expansion was spearheaded by EG Group, with an inaugural store opening at Frontier Park in Blackburn. By its peak, the chain had operated around 20 branches nationwide. However, factors including the impact of the COVID-19 pandemic and subsequent economic downturn appear to have hampered growth. By the time of the closures, only 12 outlets remained operational. The franchise arrangement was later transferred to EG On The Move, a new operator formed after EG Group sold parts of its business to Asda.
Nationwide Presence and Customer Reaction
The now-closed Cinnabon locations were spread across major cities and high-traffic areas throughout the UK. These included prominent sites in London, such as Oxford Street and Camden, as well as branches in Manchester, Birmingham’s Bullring retail mall, Leeds, Newcastle, Sheffield, Leicester, Liverpool, Nottingham, Glasgow, Edinburgh, and Bristol. The outlets were varied, ranging from kiosks and concessions within shopping centres and supermarkets to standalone stores and those located on petrol forecourts.
The abrupt news has left many Cinnabon fans disappointed, with social media platforms abuzz with expressions of sadness and regret. Some customers have described their feelings as “mourning” and “worse than a breakup,” with many lamenting the loss of the brand’s signature cinnamon rolls. A few patrons noted that the products were perhaps too rich or expensive for regular enjoyment, contributing to a mixed online response to the chain’s departure from the UK food scene.
A Crowded Market
Cinnabon’s withdrawal from the UK occurs at a time when other international food and restraunt brands are actively expanding their footprint in the British market. For instance, Wendy’s aims to open 400 restaurants, Chick-fil-A is preparing for its first permanent UK outlets, Popeyes has launched over 38 branches since 2021, and Shake Shack has opened new locations, including one at London St Pancras. This contrast highlights the competitive landscape of the UK’s food industry, where even well-known international brands can struggle to establish a lasting presence.
Cinnabon’s departure signifies the end of an era for its UK enthusiasts, closing the chapter on a venture that, despite its initial promise, ultimately did not achieve its ambitious expansion goals.
