At 880 calories, one regular Cinnabon classic roll is big enough for a meal—or two.
Focus Brands-owned Cinnabon has earned a loyal following in indulgence eating, but it is readying for a new push: "small being the new big," Cinnabon President Joe Guith told CNBC in an interview.
"I can't tell you how many times I've talked to people who say, 'I love Cinnabon but please keep it away from me,' " Guith said.
"To the extent that people start to feel they can engage with the brand in a way they don't feel as guilty about it, that's a breakthrough for us. That's huge," he added.
To cut down on the guilt factor, the chain is doubling down on its Cinnabon Bites. Approximately half of its bakeries now offer the bite-size versions of its original roll topped with cream cheese frosting or frosting, caramel and pecans.
Additionally, the chain is testing a variety of new indulgent flavors. Those include s'mores, wild berry, Oreo, birthday cake and maple bacon (for the savory-meets-sweet fans) at a location in Virginia.
Other savory items are also being considered, such as the recent introduction of sausage bites at Pilot and Flying J travel centers, select airports and entertainment venues.
Many travel locations, which have a more robust early-morning business than the typical mall, and co-branded locations with Auntie Anne's, are also selling breakfast sandwiches and paninis. But mall-based locations could also see breakfast sandwiches and sausage bites debut as early as later this year, Guith said.
For the nearly 30-year old chain with more than $1 billion in sales, this initial move into savory and breakfast could be just the start.
"I think we are still yet defining the boundaries of the brand so we have a long way to run," Guith said. "This is our first real foray, big push, into savory, and I think we have a long way to go on that."