Boxx Brands plots Cinnabon, Jesters, Croissant Express growth

Boxx Brands Jesters Cinnabon
CEO Brett Higgins has big plans for Jesters, Croissant Express and Cinnabon WA. (Source: Supplied)

Exciting things are happening at Jesters and Croissant Express, according to Boxx Brands’ CEO Brett Higgins, who is also leading the Cinnabon charge in Western Australia.

Dual-branding, fresh design and a fuel and convenience chain footprint are all in the pipeline.

Cinnabon for WA

Cinnabon is opening its first WA store mid August, and Brett Higgins has high expectations.

“This is going to be huge when it launches. Every time an iconic American brand launches, Western Australians flock to it. Cinnabon opening in Perth won’t be any different to the Sydney experience,” Higgins tells Franchise Executives.

The launch store is in Lakeside Joondalup Shopping City, in a new tenancy created for the brand, Higgins says. In WA Cinnabon will sit in kiosk or inline stores, up to 40sqm. 

Within the next five or six years Boxx Brands plans to have 20 Cinnabon outlets. At this stage the aim is to operate company stores; however Higgins confirms he is open to sub-franchising. 

Dual-branding potential

What he is particularly excited about is following the US trend and developing dual-branded concepts.

In the US Cinnabon is matched in collaborations with other brands owned by parent company GoToFoods (formerly Focus Brands), an affiliate of private equity firm Roark Capital Group.

Other brands in the portfolio include Auntie Anne’s, Carvel, Jamba, McAlister’s Deli, Moe’s Southwest Grill and Schlotzsky’s.

It’s an obvious development for Boxx Brands, which brought the Cinnabon WA rights to sit alongside its existing brands Croissant Express and Jesters.

Options for collaboration include bringing more GoToFoods brands to align with Cinnabon.

Higgins reveals the plans are at an early stage; however there are locations earmarked in high traffic, Fremantle CBD and beachside spots.

Jesters growth into petrol and convenience

Boxx Brands has already dipped its toes into the dual branding space, opening three locations with Jesters and Croissant Express. 

The WA-based business owns the Jesters brand which is yet to expand beyond WA and New Zealand; there are plans for national and international growth, says Higgins.

The iconic pie brand is also moving into the petrol and convenience (P&C) space, launching in its first BP Roadhouse and with four more to open in WA in August. 

“We own 45 locations in New Zealand, and 35 are in the Caltex brand across the islands. We know the success over there,” says Higgins.

“We see expansion and demand within P&C retailers so we’re moving into that quite aggressively.

“We are also talking to independents and international groups. Growth is ramping up right now because it’s such a competitive environment,” he says.

Higgins sees opportunities to supply major retailers/wholesalers operating in this space through a license agreement.

“Pies are such an iconic product in that space and they need a brand. They do the fitout, they operate as a licensee, kitchen staff have another product to make,” he says.

Croissant Express to sport new look

The Croissant Express brand is currently a work in progress as Boxx Brands undertakes a relaunch of the established bakery chain.

“Croissant Express has 37 years of history and we’re giving it a whole new lease of life,” says Higgins.

This is a long term project; don’t expect to see a fresh-faced store before the end of 2025, early 2026.