Smells Like Big Business

Here are three weird facts about US brands battling it out for your nose.

Smells Like Big Business

There’s nothing like the smell of freshly baked bread or hot coffee wafting through shop doors to entice you into spending your money. So it comes as no surprise that franchise brands give it a lot of thought.

  • Cinnabon – Negotiates strategic shopping centre leases to maximise the scent impact on passers by.
  • Abercrombie & Fitch – Negotiates its lease to be far enough away from Cinnabon so their signature fragrance doesn’t compete with Cinnabon’s.
  • Starbucks – Starbucks’ CEO, Howard Schultz, removed the breakfast sandwich from the menu in 2008 as the smell of cheese was masking the all-important coffee aroma. They then appointed an aroma task-force to fix the top-selling sandwich’s smell so it would add to the aroma experience and could be re-introduced.
Tracy Lee Nicol
About the Author
Tracy-Lee Nicol is the managing editor of Franchise Zone Magazine and deputy editor of Entrepreneur Magazine. She studied her Masters degree in Art History and Visual Culture at Rhodes University and spent the next two years working and travelling in Asia. Her love of people, business and teaching is reflected in telling the stories of entrepreneurs, franchisees and franchisors, inspiring others to take the leap to being their own boss and bringing about positive change in South Africa.

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