Cinnabon exits UK as operator EG On the Move shuts remaining outlets

Cinnabon has withdrawn from the UK after its local operator, EG On the Move, announced the closure of all 12 remaining outlets across the country.

The US bakery chain, known for large cinnamon buns topped with cream cheese frosting and Biscoff, launched in the UK in 2020 and initially targeted an aggressive roll‑out of up to 150 stores within five years. That plan never materialised: the partnership opened about 20 sites in cities including London, Manchester, Newcastle, Birmingham, Chester and Derby, a number that had dwindled to 12 by the time of the announcement.

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In a statement, EG On the Move said the decision was strategic and not taken lightly. "EG On The Move has made the strategic decision to close all Cinnabon locations operated in the UK," the company said. "This was not a decision taken lightly, but it reflects the strategic shift to focus on our core convenience retail business. This decision aligns with our wider business strategy to focus on areas where we can deliver the greatest value to our customers." The operator added that it was grateful to its team members, the Cinnabon brand team and customers for their loyalty and support, and said it will continue to invest in its 150‑site convenience retail network.

Customers began noticing closures earlier in the week when several stores shut without advance notice and the chain's UK website was taken offline. Fans expressed disappointment on social media, with one user posting, "They've shut all the Cinnabon stores I'm about to riot," another saying, "Today, I learnt that Cinnabon has pulled out of the UK completely, and I'm devastated. This is worse than a breakup," and a third writing, "CINNABON UK CLOSED NOOOO."

The closures affect multiple locations in London, including high‑streets such as Oxford Street and markets like Camden, and outlets in Birmingham, Manchester, Leeds, Newcastle, Sheffield, Leicester, Liverpool, Nottingham, Glasgow, Edinburgh and Bristol. EG On the Move had partnered with the Cinnabon brand to bring the US bakery to the UK market.

Cinnabon, founded in the United States and widely recognised for its cinnamon rolls and dessert toppings, had pursued rapid expansion in the UK market since 2020. The operator's statement framed the exit as a reallocation of resources to its convenience retail operations rather than a reflection on the product itself.

EG On the Move said it remains committed to "providing exceptional food and retail experiences across our 150‑site network, and we will continue to invest in evolving our offerings to meet changing customer needs." No further details were provided about staff redundancies, franchise arrangements or the future of remaining leases. Representatives for the Cinnabon brand in the US did not immediately offer comment.

The closures mark the end of a five‑year UK presence for the US bakery chain and remove a high‑profile foodservice brand from numerous city‑centre locations across Britain. Local customers and retail observers will watch for announcements on how EG On the Move plans to repurpose the vacated sites within its convenience retail portfolio.