Why Cinnamon Scrolls Are Having a Main Character Moment
Cinnamon scrolls aren’t just “having a moment” — they are the moment, and at Janus Deli we’re very happy to be enabling your new obsession. Our scrolls landed on the menu late last year and went from “quiet side character” to sell-out superstar faster than you can say “just one bite.”
From Sidekick Snack to Star of the Show
Somewhere between the third lockdown, banana bread and the 87th sourdough loaf, everyone collectively decided they wanted a treat that felt nostalgic and a little bit extra. Enter the cinnamon scroll. Soft, sweet, layered with buttery cinnamon and finished with a glossy lick of icing, it’s the kind of pastry that demands its own close-up and a moment of silence before the first tear-and-share. Food media across Australia has clocked the scroll glow-up, with bakeries and cafes launching dedicated ranges and limited-edition flavours.
On the Gold Coast and around Brisbane, scroll specialists and bakeries are popping up, and social feeds are full of spirals, icing drips and “tell me you love carbs without telling me you love carbs” content. The humble scroll has gone from something your nan might serve with a cuppa to a fully-fledged dessert event — the kind you plan a drive, a detour or a “quick coffee catch-up” around.
So… Why Are We All So Obsessed?
There’s a good reason your brain lights up when someone walks past with a warm cinnamon scroll. Cinnamon is one of those cosy, nostalgic flavours that instantly feels like a hug, and pairing it with soft dough and creamy toppings ticks all the “comfort food” boxes in one bite. It’s familiar enough to feel safe, but elevated enough to feel like a proper treat, especially when you start layering on different sauces, fillings and toppings
Plus, scrolls are shareable… in theory. Big enough to pull apart, dramatic enough for the classic “stretchy bite” moment, and absolutely perfect for that “I’ll just have a piece” friend who ends up eating half. Unlike a dainty little pastry you finish in two bites, a scroll gives you a whole experience: the crispy edges, the gooey middle, and that last icing-soaked corner you definitely save for yourself.
The Social Media Scroll Effect
Let’s be honest: cinnamon scrolls were built for the algorithm. That spiral close-up? The icing drizzle? The slow-motion pull-apart? It all plays way too nicely with Reels and TikTok. Across Instagram, TikTok and Facebook, scroll content consistently racks up views because it hits the trifecta — texture, indulgence and “wait, where did you get that?” energy.
Locally, Gold Coast foodies have been hunting down the “best scrolls” like it’s a competitive sport, with bakeries and cafes (including us) proudly putting “cinnamon scrolls” right in their bios and menus. When your customers are posting more pics of scrolls than selfies, you know you’ve got a main character on your hands — and yes, we see you tagging Janus Deli in those cinnamon-fingered car snack shots.
How Janus Deli Accidentally (On Purpose) Joined the Scroll Renaissance
We’ll admit it: we were late to the scroll party, but we made up for it in personality. Janus Deli started as your go-to for stacked sandwiches, donuts and coffee, then excitedly added cinnamon scrolls to the line-up as a “let’s just see how this goes” experiment. Spoiler: it went very, very well.
Our scrolls are baked fresh and loaded with flavours that match our whole Korean-meets-Western comfort food vibe: think blueberry, Biscoff, apple crumble and Dubai chocolate, built to be as dramatic as your sweet tooth. They’re so popular that we now bake trays at our Slacks Creek kitchen and send them out to Molendinar and Surfers Paradise, just to keep up with demand — because nothing kills the mood like a “sold out” sign when you’ve been dreaming about a scroll all morning.
What’s Next for the Main Character of Our Sweets Cabinet?
Cinnamon scrolls aren’t going anywhere, and neither are ours. We’re already playing with new flavour drops and limited runs for events and catering, because if there’s one thing better than a scroll, it’s a box of scrolls. From office shout-outs to birthday mornings, we’ve seen entire teams go suspiciously quiet mid-meeting once the cinnamon hits the room.
So if you’re wondering whether the cinnamon scroll era is just a phase, here’s our completely unbiased, sugar-coated opinion: absolutely not. As long as you lot keep rolling in for “just a coffee” and leaving with a scroll in each hand, cinnamon gets to keep the main character crown at Janus Deli — and honestly, we’re not mad about it.