Urvi Patel has held senior roles at Cinnabon since 2019 and will now lead the bakery and coffee chain’s brand strategy, marketing and franchise operations across 53 markets globally
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Urvi Patel previously served as GoTo Foods’ Senior Vice President of Customer Experience & Engagement | Photo credit: GoTo Foods
US franchise group GoTo Foods has appointed Urvi Patel as Chief Brand Officer for its Cinnabon bakery-café chain.
Patel joined GoTo Foods, formerly Focus Brands, in December 2019 as Vice President of Insights, Analytics and Revenue Management before being promoted to Senior Vice President of Customer Experience & Engagement in June 2023.
As Chief Brand Officer, Patel is responsible for brand strategy, marketing and franchise operations for Cinnabon, as well as GoTo Foods’ ice cream parlour chain Carvel in international markets. She succeeds Tracy Young as Chief Brand Officer.
Founded in Seattle in 1985, Cinnabon currently operates over 1,900 franchise stores across 53 markets globally, primarily in high-footfall shopping centres and travel hubs.
Patel’s appointment is one of five internal leadership promotions at GoTo Foods, which see Shelley Harris assume the Chief Operating Officer role, Bobby Morena become Chief Development Officer and Mike Freeman move to a President, Brands position. Danielle Parra has also been appointed Chief Brand Officer for GoTo Foods’ sandwich chain McAlister’s Deli.
“It’s a privilege to announce leadership appointments for five colleagues that are industry veterans and also have significant tenure at GoTo Foods,” said Jim Holthouser, CEO, GoTo Foods.
GoTo Foods franchises more than 6,700 restaurants, cafés, ice cream shops and bakeries across its fast-casual brand portfolio and has a presence in nearly 60 markets globally. Alongside Cinnabon, Carvel and McAlister’s Deli, the Atlanta-based franchise group also operates the Auntie Anne’s, Jamba, Moe’s Southwest Grill and Schlotzsky’s brands.