- 1 year ago
Top Secret Recipe - S01E02 - Cinnabon
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TVTranscript
00:00Behind the most iconic American foods are the recipes which made them famous.
00:05And big companies, with big money, have kept those secret formulas under lock and key.
00:11Until now.
00:13My name is Todd Wilber. I'm a food hacker.
00:16And I'm setting out to crack the codes to the most secret recipes in the country.
00:21But for each one, I've got only a few days to figure it out.
00:25Crazy? Maybe.
00:27But this is my mission.
00:29As I criss-cross the country in my mobile food lab,
00:32I'll use my taste buds, a little science, undercover work,
00:36and I'll even get down and dirty to reveal the recipes you love to eat.
00:41So, let's get cracking.
00:44CINNABON
00:57All right, so I'm here in Sandy Springs, Georgia,
00:59because this week I am taking on one of America's sweetest treats,
01:03Cinnabon World Famous Cinnamon Rolls.
01:06Founded in 1985, Cinnabon has lured guests in for over 25 years
01:10with that unmistakable fragrance of warm, fluffy dough,
01:13gooey cinnamon filling, and sweet, rich frosting.
01:17Sure, there are other cinnamon rolls out there,
01:20but there's something unique that makes Cinnabon the most famous cinnamon roll in the world.
01:24My mission? To figure out what that secret something is.
01:28So, I'm looking for Cinnabon headquarters here,
01:31and I think this is the building right here.
01:36That's our catcall. Cinnabon chief.
01:40Hey, I'm Cat Cole. Nice to meet you.
01:43Looking good, you too. Welcome.
01:45Thanks for having me. Yeah, absolutely.
01:47Yeah, I want to talk to you about a few things. Excellent.
01:49Cinnabon HQ. Yes.
01:51So, this is a secret recipe. This is a huge secret recipe, this cinnamon roll.
01:55Absolutely, absolutely.
01:56How many people know this?
01:57Very few. The founders of the concept, Greg and Rich Komen,
02:02found this woman named Gerilyn Brousseau, a chef in Seattle,
02:06who would later become the Cinnamon.
02:08This was back in 1985 when she invented the Cinnabon.
02:12That's her? That's her.
02:14And where does she live? In Seattle.
02:16Ah, my first clue.
02:18If this lady invented the bun, then she'll know everything about it.
02:22But Seattle is a long way from here, so hopefully I won't have to see her.
02:26All right. Interesting.
02:28So, this is Cinnabon kitchen.
02:31I love it. Hey, guys.
02:33This is the test kitchen, and Jen is our head of research and development.
02:36Hey, nice to meet you, Jen. Hi, Todd Goldberg. Welcome.
02:38Jen can walk you through everything she's doing with these fabulous little dough balls.
02:42They just came out of the mixer here.
02:43We're going to bag them up so that they're nice and tight,
02:45and then we're going to put them into the refrigerator so that they can mellow out and kind of retard.
02:49So, you cold rise your dough right from the mixer into the bag and right into the refrigerator.
02:55How long does it go in there?
02:56Oh, until they're done.
02:58That's the secret?
02:59Yeah, absolutely.
03:00All right. Got to try.
03:01So, you're going to measure it out 20 inches that way.
03:05Magic number.
03:06Then it was like 30 the other way, something like that.
03:08Something like that. Okie dokie.
03:10You want to pass me the two ingredients?
03:12What is this?
03:13What does it look like to you?
03:14Margarine. I don't think it's butter.
03:17It's margarine.
03:19What kind of cinnamon is in your sugar?
03:22This is our world-famous macara cinnamon from the mountains of Indonesia.
03:27What makes it so special?
03:28Oh, it's definitely the cellulose in the cinnamon.
03:31You'll see that it creates a nice gooey texture in the middle of our cinnamon rolls.
03:35It makes it so desirable.
03:37Yeah, and cinnamon alone is what does that?
03:39Cinnamon alone as well as the other ingredients in the mix.
03:42Oh, there's something else you're saying.
03:45You're not saying.
03:46What happens to these ends?
03:48Shrimp off the ends a little bit. Not too much. It's all good.
03:51Oh, thanks.
03:52We did put that in the garbage, right?
03:53Yeah.
03:54Okay.
03:56I have to do whatever it takes to get these ingredients.
03:59They'll never even know.
04:01We're going to go into the proofer.
04:02There is some steam, moisture. It's all about time and temperature in here.
04:07Okay, let's see.
04:08It's not too warm.
04:09It's not very warm.
04:10Nope, just enough to let the dough rise.
04:11Yeah.
04:12And we've got some in here that are ready to go.
04:14Yep.
04:15Yeah.
04:16Okay, this is going to go into the oven.
04:18It's a Cinnabon proprietary oven.
04:20So it's a special convection oven designed specifically for Cinnabon?
04:24Yes.
04:25All right, now how can I get one of these ovens?
04:28You can't get one of those ovens.
04:29Is there someone here I can talk to?
04:31Maybe Stan. He's the vice president of R&D for Cinnabon, but he's not here. Sorry.
04:36All right. Stan the man. What's his last name?
04:39Dorsey. Stan Dorsey.
04:40Stan Dorsey. Okay.
04:41We've got some rolls over here that just came out of the oven.
04:43So we're frosting them here.
04:45Yeah, it's cream cheese.
04:46It is a cream cheese frosting.
04:47And sugar, I would imagine.
04:49You would think so.
04:50Yeah, and maybe some kind of margarine again.
04:52We need a fat.
04:54Vanilla.
04:55A little salt.
04:57A little bit.
04:59So there we are. Look at these.
05:01Beautiful Cinnabon cinnamon rolls.
05:04Oh, check it out, Kat.
05:05We've got these pans of cinnamon rolls.
05:07How are they?
05:08You know what the best part is, right?
05:09The middle.
05:10Yes. See, look at all that gooey, awesome.
05:12Gooey awesomeness.
05:13Right. Cinnamon in there.
05:19Isn't it great?
05:20It's awesome.
05:21So these are great rolls. Amazing. Look at those.
05:24But I know it's hard, but I think I can clone these.
05:27I'd like to give it a try.
05:28I know it's going to be hard, but I would like to give it a try.
05:30How much time do you want to give me?
05:32I'm thinking until the end of the week.
05:34So what, like three days, something like that?
05:36That's all the time I can give you.
05:38To perfect this thing that took months and months and months?
05:40All right, so let's say I fool a panel of judges.
05:44Say two out of three.
05:46All right.
05:47What do I get?
05:48Well, I'll tell you what.
05:49If you successfully clone the world's most famous cinnamon roll, the Cinnabon,
05:55then you will get free Cinnabons for life.
05:57I like it.
05:58Forever and ever.
05:59Yes, yes.
06:00And we will make a donation in your name to share our strength to help end childhood hunger.
06:04This is really great. Okay, good.
06:06If you lose, then you get to be a Cinnabon sinful sampler
06:10outside in the heat of the summer in Atlanta, Georgia, sampling Cinnabon.
06:15You mean like passing out Cinnabons to people?
06:17Absolutely.
06:18I'm not planning to lose this, so.
06:19Look forward to it. We got a deal?
06:20It's a deal.
06:21All right.
06:22Sounds great.
06:23Okay, guys, I got to get going.
06:25All right.
06:26I got some work to do, right?
06:27All right, best of luck.
06:28Thank you for your help, and I'm going to go cook.
06:29Got it.
06:30Oh, hey, Todd, wait.
06:31Before you go, would you mind pulling out your pockets so I can see them?
06:36What?
06:37Yeah, you know, unfold your pockets.
06:38I just have a phone.
06:39Other pocket.
06:40Oh, yeah, chapstick.
06:42Oh, no.
06:43Pull them out.
06:44No, that's, oh, wait, no, you're right.
06:45I have something else in here.
06:46You do?
06:47No, pull the pockets all the way out.
06:48That's all I have.
06:49I want to see the lining of the pockets.
06:50No, that's all I have.
06:51I swear.
06:52We might have to pat him down.
06:53Okay, you want to see the lining?
06:54Yeah, I want to see the lining.
06:55Pull them all the way out.
06:56All right.
06:57All the way out.
06:58All the way out.
06:59See, look, nothing.
07:00No, it's out all the way.
07:01It is.
07:02All the way?
07:03Yeah.
07:04What?
07:05It's not, no, that's nothing.
07:06No, look at the dough.
07:07There's dough in the pocket.
07:08Oh.
07:09I don't really know how to do that.
07:10Yeah, we're going to have to confiscate that from you.
07:11I didn't do that.
07:13It's weird.
07:14We'll take this back.
07:15We'll take that.
07:16I didn't do that.
07:17Got it.
07:18I didn't do that.
07:19Odd.
07:20That's so weird.
07:21Yeah, and after all I did for you.
07:22Best of luck to you without the dough.
07:23You guys planted that there.
07:24I got to go.
07:25Bye.
07:26Totally got busted there.
07:27How'd they see that?
07:28I know they weren't looking when I put that in my pocket.
07:29God, it's very embarrassing.
07:30I didn't get to keep my dough, but I did get a lot of valuable information.
07:31I found out that there's a lot of people out there who don't know how to do this.
07:32I found out that there's a lot of people out there who don't know how to do this.
07:33I found out that there's a lot of people out there who don't know how to do this.
07:34I found out that there's a lot of people out there who don't know how to do this.
07:35I found out that there's a lot of people out there who don't know how to do this.
07:36I found out that there's a lot of people out there who don't know how to do this.
07:37I found out that there's a lot of people out there who don't know how to do this.
07:38I found out that there's a lot of people out there who don't know how to do this.
07:39I found out that there's a lot of people out there who don't know how to do this.
07:40I found out that there's a lot of people out there who don't know how to do this.
07:41I found out that there's a lot of people out there who don't know how to do this.
07:42I found out that there's a lot of people out there who don't know how to do this.
07:43I found out that there's a lot of people out there who don't know how to do this.
07:44I found out that there's a lot of people out there who don't know how to do this.
07:45I found out that there's a lot of people out there who don't know how to do this.
07:46I found out that there's a lot of people out there who don't know how to do this.
07:47I found out that there's a lot of people out there who don't know how to do this.
07:48I found out that there's a lot of people out there who don't know how to do this.
07:49I found out that there's a lot of people out there who don't know how to do this.
07:50I found out that there's a lot of people out there who don't know how to do this.
07:51I found out that there's a lot of people out there who don't know how to do this.
08:02I found out that there's a lot of people out there who don't know how to do this.
08:03I found out that there's a lot of people out there who don't know how to do this.
08:04I found out that there's a lot of people out there who don't know how to do this.
08:05I found out that there's a lot of people out there who don't know how to do this.
08:06I found out that there's a lot of people out there who don't know how to do this.
08:07I found out that there's a lot of people out there who don't know how to do this.
08:08I found out that there's a lot of people out there who don't know how to do this.
08:09I found out that there's a lot of people out there who don't know how to do this.
08:11I found out that there's a lot of people out there who don't know how to do this.
08:12I found out that there's a lot of people out there who don't know how to do this.
08:13I found out that there's a lot of people out there who don't know how to do this.
08:14I found out that there's a lot of people out there who don't know how to do this.
08:15I found out that there's a lot of people out there who don't know how to do this.
08:16I found out that there's a lot of people out there who don't know how to do this.
08:17I found out that there's a lot of people out there who don't know how to do this.
08:18I found out that there's a lot of people out there who don't know how to do this.
08:19I found out that there's a lot of people out there who don't know how to do this.
08:20I found out that there's a lot of people out there who don't know how to do this.
08:21I found out that there's a lot of people out there who don't know how to do this.
08:22I found out that there's a lot of people out there who don't know how to do this.
08:23I found out that there's a lot of people out there who don't know how to do this.
08:24I found out that there's a lot of people out there who don't know how to do this.
08:25I found out that there's a lot of people out there who don't know how to do this.
08:26I found out that there's a lot of people out there who don't know how to do this.
08:27I found out that there's a lot of people out there who don't know how to do this.
08:28I found out that there's a lot of people out there who don't know how to do this.
08:29I found out that there's a lot of people out there who don't know how to do this.
08:40I found out that there's a lot of people out there who don't know how to do this.
08:52I found out that there's a lot of people out there who don't know how to do this.
08:58I found out that there's a lot of people out there who don't know how to do this.
08:59I found out that there's a lot of people out there who don't know how to do this.
09:00I found out that there's a lot of people out there who don't know how to do this.
09:01I found out that there's a lot of people out there who don't know how to do this.
09:02I found out that there's a lot of people out there who don't know how to do this.
09:03I found out that there's a lot of people out there who don't know how to do this.
09:04I found out that there's a lot of people out there who don't know how to do this.
09:05I found out that there's a lot of people out there who don't know how to do this.
09:06I found out that there's a lot of people out there who don't know how to do this.
09:07I found out that there's a lot of people out there who don't know how to do this.
09:08I found out that there's a lot of people out there who don't know how to do this.
09:09I found out that there's a lot of people out there who don't know how to do this.
09:10I found out that there's a lot of people out there who don't know how to do this.
09:11I found out that there's a lot of people out there who don't know how to do this.
09:12I found out that there's a lot of people out there who don't know how to do this.
09:13I found out that there's a lot of people out there who don't know how to do this.
09:14I found out that there's a lot of people out there who don't know how to do this.
09:15I found out that there's a lot of people out there who don't know how to do this.
09:26I found out that there's a lot of people out there who don't know how to do this.
09:37Do you have a Cinnabon nearby?
09:38Yeah, we got one by the shopping mall here.
09:39Go to the mall, go to Cinnabon, please, and you know the filling, the cinnamon sugar filling
09:40in the roll?
09:41It's got this kind of goopy, gooey texture to it.
09:42Uh-huh.
09:43And I'm trying to figure out what's doing that.
09:44Can you check that out for me, please?
09:45Okay, let me see what we got there.
09:46All right, thanks, Claudio.
09:47Now that my dough has had time to cool down, it's time to put it all together.
09:48Margarine, brown sugar, and this is not a special macara cinnamon, just regular cinnamon.
09:49I'm going to put it all together.
09:50I'm going to put it all together.
09:51I'm going to put it all together.
09:52I'm going to put it all together.
09:53big layer of cinnamon, just pour it on...
09:54cinnamon and sugar.
09:55Let's roll.
09:56I'll see if I can remember how to do this.
09:57Roll down from the top, so far so good, down to the end.
10:03Let's roll.
10:05See if I can remember how to do this.
10:10Roll down from the top, so far so good, down to the end.
10:16Let's roll.
10:17See if I can remember how to do this.
10:19Roll down from the top, From where it's pretty 돼요, you want to roll as much as you can.
10:20There we go.
10:21That'd be there.
10:22It's too hard to slice, it's too soft.
10:24See how squishy it is?
10:26Their dough doesn't do that.
10:27I'm not the right kind of dough, I'm too squishy.
10:31Back to the drawing board.
10:33To compensate for the tacky soft dough,
10:35this time I'm going to start with more flour.
10:37Now I'm going to add the rest of the ingredients
10:40with the same measurements as my first attempt.
10:42Mix it, knead it, and cold rise it in the fridge.
10:47Time to roll the dough out, add the filling,
10:50roll it, and finally cut it.
10:52Okay, these are going to go into a regular oven.
10:54That's all I have.
10:55I know they had a convection oven there
10:57that circulates the air, so these'll cook more evenly,
11:03but this could do the trick.
11:04So I want to try it, because that's all I got right now.
11:06They kind of look like the ones we saw at Cinnabon,
11:10except they're a little too small right now
11:11because we have to proof them.
11:12It's all about time and temperature in here as well.
11:15Can I stick my hand in there?
11:16Stick your hand in there?
11:16Yeah, I won't get burned, will I?
11:18No.
11:18Okay, let's see.
11:20Oh, it's not very warm.
11:21Nope, just enough to let the dough rise.
11:22Yeah, somewhere around 100 degrees.
11:24We're gonna pop it in here for about,
11:26I don't know, an hour or so.
11:28What that'll do is it'll rise the dough.
11:30These are gonna swell up to about twice the size
11:33that they are right now, almost to the size
11:36they're gonna be when they're baked.
11:38Patience.
11:39Proofing's all done, so it's time to bake
11:41my first batch of Cinnabon rolls.
11:44I have a problem here.
11:45My oven isn't designed to proof anything.
11:48There's not enough humidity in the oven
11:49and it's drying out the dough.
11:51I'm gonna have to find another way to proof these rolls.
11:54Let's get them baking.
11:55325, and now work on the frosting.
11:59Let's do eight ounces of margarine.
12:02We gotta use two ounces of cream cheese,
12:04six ounces of powdered sugar.
12:06This is our first batch of frosting.
12:09Let's give it a whiz.
12:11It's very yellow.
12:12Theirs was much whiter.
12:14So I'm gonna crank this baby up to high.
12:17It's starting to get whiter.
12:18Can you see that?
12:20Oh, it smells good.
12:21It smells, I smell the vanilla.
12:23I smell the cream cheese.
12:25Let's take a taste of it.
12:26I'm dying of curiosity.
12:27I gotta taste it.
12:28A little taster spoon.
12:30Look at this little guy.
12:38It's pretty good.
12:39I'm gonna need to try a few other things later.
12:43But it's not bad.
12:44It's close.
12:45We can get it.
12:46How about we check out these buns?
12:47They're done cooking.
12:49Let's see what we got.
12:50You ready?
12:52Oh, no.
12:55Those are not beautiful.
12:57Look at this.
12:59I gotta see how they taste.
13:00Okay, these are the real ones.
13:02This is when we do our comparison.
13:03So I'm gonna tear off a little of this dough.
13:05Look at that, nice and soft.
13:07Kind of spongy.
13:10Slightly sweet dough.
13:12All the goo stayed in.
13:13This goo fell out.
13:17They're a little too sweet, actually.
13:20They're too fluffy.
13:23They're too yeasty.
13:24They had too much air in them.
13:25So I'm gonna have to cut down on the amount of yeast
13:29and figure out how to keep that filling in.
13:31Maybe I'm not rolling them tight enough.
13:33I think I need a lot more clues.
13:35I think I need to do some dumpster diving.
13:38Whenever I hit a wall,
13:39I find some of my best information in the trash.
13:42So I decided we're gonna go dumpster diving
13:44at Cinnabon headquarters
13:45and try to look for some clues.
13:46That doesn't look like a dumpster.
13:48I'm hoping to find some more specific ingredients
13:51so that my next batch turns out better.
13:53We just gotta go look inside.
13:54Okay. Yeah.
13:55Let's go check it out.
13:55Let's see what's in here.
13:58I don't know what that is.
14:00Boxes are good, actually.
14:02They have, sometimes they have ingredients on them.
14:07There's a Cinnabon box.
14:08Check this out.
14:11Look.
14:12Cinnabon.
14:14Here's the ingredients.
14:16Flour, water, sugar, yeast, salt, buttermilk.
14:21Interesting.
14:23All right, that's good.
14:24That's really good stuff.
14:28Let's go.
14:29Let's go.
14:30Let's go.
14:31Let's go.
14:32Get in.
14:35Coming up.
14:36See if I can get out of a sticky situation.
14:39That's really good stuff.
14:44Hey, hey.
14:45Hold on a minute.
14:45Hold on a minute.
14:46Hey, don't run.
14:47Let's go.
14:48Let's go.
14:49Let's go.
14:50Let's go.
14:50Let's go.
14:51Let's go.
14:52Get in.
14:53Get in.
14:54Get in.
14:55Hey, hey.
14:55What are you guys doing?
14:56Hey!
14:57We got busted.
14:58We were looking through the trash over at Cinnabon.
15:00And then the security guard comes out of nowhere.
15:03But I saw a box.
15:05And on the box was a Cinnabon box.
15:08some ingredients, buttermilk.
15:12So, good find, scary ending.
15:22So, now that I've narrowly escaped
15:24with a secret ingredient in Cinnabon's dough,
15:26it's time to make my next batch of these cinnamon rolls.
15:29All right, let's get cooking.
15:32This time, we're going with an extra half ounce of flour.
15:35Also, too much yeast, they were too puffy.
15:37Just a teaspoon.
15:38Boom, we'll do two eggs.
15:41All right, so we saw in the garbage
15:44that there was buttermilk in the dough,
15:45so I'm gonna add one tablespoon of buttermilk.
15:49Last time we did three minutes.
15:50Maybe this time, let's go five minutes on the knead.
15:54Look at that big ball of sweet dough.
15:56All right, good, five minutes.
15:58All right, check out this dough.
16:00See how it's not sticking to my fingers
16:01like the other one did?
16:02That's a much better dough.
16:04I think that buttermilk really helped us out.
16:06All right, beautiful.
16:12While I wait for my dough to settle,
16:14I'm going back to Cinnabon headquarters
16:16and trying to get my hands
16:17on one of those proprietary convection ovens.
16:20What is this?
16:20Wait a minute, what is this?
16:21What does that say?
16:22Macaras?
16:23Macaras, that's the cinnamon I need.
16:25Maybe I can score some there.
16:27Let's go, can we go in here?
16:28I gotta check something.
16:29Here, just stay right here at the door.
16:33Hi, I was just driving by.
16:35I saw this place is called Macaras.
16:37Yes.
16:38And so I'm looking for,
16:39there's a cinnamon called Macara cinnamon.
16:41I have kebab.
16:42Kebab, kebabs.
16:43Okay, I'm looking for Macara cinnamon.
16:48Why don't you try our kebab then?
16:50Does it have cinnamon in it?
16:52Don't worry about cinnamon.
16:54I need cinnamon, not falafel.
16:59That's amazing.
17:00It's good?
17:01No, seriously.
17:03All right, well, thanks guys.
17:05Thanks for the food, seriously.
17:08No cinnamon.
17:09Well, that didn't go as well as I'd hoped,
17:11but I'm still going to Cinnabon headquarters,
17:13unannounced this time,
17:14to see if I can get a word with Vice President
17:16of R&D, Stan Dorsey.
17:18Maybe he'll be nice enough to give me an oven.
17:21Hi, are you Stan?
17:22I am.
17:23Hi Stan, I'm Todd Wilber.
17:24I just met with Jen and Kat,
17:27and they said you're the oven guy.
17:29I do have the oven.
17:31You do, you do.
17:32Is it okay if I bring these cameras in?
17:35Yeah, I guess so.
17:36Is that okay?
17:37Because I just want to ask you something.
17:38Are you like the news?
17:39No, here's what I'm doing.
17:41I am trying to recreate a Cinnabon cinnamon roll
17:45from scratch.
17:49You're not trying to rip it off, are you?
17:50No, no, no, no, no.
17:52I'm just trying to see if I can
17:54reverse engineer these rolls,
17:55and I'm hoping I can get this oven
17:58to just help me cook them
18:00so they look the same as the real ones.
18:02It would really, really help.
18:03Please, is there anything
18:06Jen and Kat said that you were the guy
18:08that might be able to provide me with an oven?
18:11I will let you borrow the oven,
18:14but just for a couple of days.
18:15That's all I need it for, deal.
18:17All right, very good.
18:18All right?
18:19Show me where I get this oven.
18:20It's this small one right here.
18:21Let's get this baby out of here.
18:24It's on wheels.
18:24All right.
18:25Just be careful.
18:27It probably weighs about 300 pounds.
18:30300 pounds?
18:31That's pretty heavy.
18:33My dough is probably ready now,
18:35so I'm gonna use my new oven
18:36to proof and bake my next batch of buns.
18:39Okay, so we have another batch of dough.
18:41Been chilling in the fridge.
18:42I think it's ready to roll.
18:44Feels good, nice and firm.
18:46During the dough prep, I added buttermilk
18:48after finding it listed on the box in the dumpster.
18:51Now I have to bake the rolls
18:52to see if I'm getting any closer to Cinnabon's recipe.
18:55I'm going to proof them in my new special oven
18:57and then bake them at 325.
19:00I only have one day left.
19:03Now the dough seems like it didn't proof right.
19:07Look at this goo.
19:08It's all falling out into the bottom of the pan.
19:11That is not good.
19:12We want the goo to stay inside the roll.
19:15Let's taste the filling.
19:16Just want to get some of this goo.
19:18The cinnamon there doesn't taste like Cinnabon cinnamon,
19:22so we're gonna have to see if we can score
19:24some of that Macara cinnamon somehow.
19:26There's something really special about this secret recipe.
19:28I'm missing something.
19:30I've got to figure out what this is.
19:31I'm not even close to getting the dough right
19:33and I'm running out of time.
19:35I need to find the people that know this recipe
19:37better than anyone.
19:38I've got to get on the next flight to Seattle.
19:42Coming up, this recipe is going to be no walk in the park.
19:46Hey guys, honk if you like cinnamon rolls.
19:47Huh?
19:48Yeah?
19:49Here.
19:50Here you go.
19:52Okay, so I'm here in Seattle.
19:54I've learned that Jerilyn Brousseau,
19:55the creator of the Cinnabon cinnamon roll, lives here.
19:58And as luck would have it,
19:59I found Cinnabon's manufacturer
20:01of their elusive Macara cinnamon up here too.
20:04This is our world famous Macara cinnamon
20:06from the mountains of Indonesia.
20:08So I'm heading there first.
20:10I'm gonna go get some Macara cinnamon.
20:11I'm gonna get some Macara cinnamon.
20:13I'm gonna get some Macara cinnamon.
20:15I'm gonna get some Macara cinnamon.
20:16I'm gonna get some Macara cinnamon.
20:18I'm gonna get some Macara cinnamon.
20:19So, I'm heading there first.
20:22Okay, so I've kind of fibbed my way
20:24into a meeting here with Mark Hendrickson.
20:27Told him I'm a food blogger doing a story
20:29on how cinnamon is processed.
20:32Really what I want to do is get my hands
20:34on some of that Macara cinnamon any way I can.
20:42Hi, Mark.
20:43Todd.
20:44Todd Wilbur.
20:45Welcome to Kerry Foods.
20:46Yeah, thanks for meeting me here
20:47and showing me around a little bit.
20:49Looking forward to showing you what we do here.
20:51All right, let's do it.
20:51Okay.
20:52Okay.
20:58Is this a cinnamon that anybody could find
21:01in their supermarket or maybe a...
21:03No, that's one of the things
21:05that makes it a little special.
21:06It's not readily available to the consumer.
21:12Oh my gosh, look at...
21:12Can I smell it?
21:13Yeah.
21:19I've never smelled cinnamon like that before in my life.
21:22It's still warm and it's giving off that good...
21:24So strong.
21:25...molecule oil.
21:26Huge, huge, huge.
21:27Let me just...
21:28Can I grab a little of it?
21:29Sure.
21:29Yeah, I want to just taste it if I can.
21:30Sure, go right ahead.
21:31Okay.
21:34It's like the best cinnamon I've ever had.
21:38The flavors are strong.
21:39It's kind of got a little bit of heat to it,
21:40a little bit of a sting.
21:41Yeah.
21:42You won't be able to buy that at a grocery store.
21:44No, there's no way.
21:46So, let me just ask you,
21:48can I have a little of this?
21:51I don't think that would be a very good idea.
21:54No?
21:55It's really not mine to give away.
21:57Well, what about this?
22:00What does this thing do?
22:02This is our metal detector.
22:03Yeah.
22:04And we run the boxes through here.
22:07Yeah.
22:08And what happens?
22:08The box goes through there?
22:09It goes through to make sure
22:10that there's no metal at all in the product.
22:13Right, okay.
22:15And then when it comes out this side?
22:16It comes out the other side.
22:18All right, let me give you this back.
22:19That's incredible.
22:20Okay.
22:21Yeah, yeah, okay.
22:24All right, let's go.
22:25Okay.
22:26I gotta use the bathroom.
22:31Check it out.
22:32All this.
22:36Look at this.
22:37Look at all the cinnamon I got.
22:38But, the thing is like,
22:40it all fell into my pocket too.
22:44Jeez.
22:44And it's burning my legs, guys.
22:46It's burning my...
22:47This stuff is going through my pocket.
22:48What, do I wash off the pocket?
22:49I think we're gonna get out of here.
22:51Let me just wash a little bit of it off.
22:53Now that I have a bag of Acara cinnamon,
22:55my crew and I need to cover our tracks.
22:56I'm pretty sure this will make the roll feeling more gooey
22:59and keep the mixture inside the roll
23:01instead of falling out at the bottom.
23:03My leg is on fire.
23:05I've got to get this off of my pocket.
23:06Look at this.
23:09All right, the first part of my Seattle mission is complete.
23:13Next up, finding cinnamon.
23:16I was able to track down her phone number.
23:18Now I just need an address.
23:22Hi, may I speak to Gerilyn, please?
23:24This is La Mesa Flowers.
23:26We have a delivery for you
23:27and I just wanted to get your address.
23:29I wanted to confirm it.
23:30Bainbridge Island.
23:31Okay, thank you.
23:32Bye.
23:33I think we need to pay the cinnamom a little visit.
23:37Right there.
23:40Hello?
23:41Hi.
23:42Yes?
23:43Flowers?
23:46Okay.
23:48I have a little-
23:49Who might they be from?
23:51Listen, I'm not a flower guy, obviously.
23:54My name is Todd Wilber
23:56and I'm actually here to talk to you
23:59about Cinnabon cinnamon rolls, if you don't mind.
24:04Remember the call you got from the flower delivery guy
24:07confirming your address?
24:09That was me.
24:10And here I am.
24:12See, here's the deal.
24:13I'm in a competition to clone a Cinnabon cinnamon roll
24:17but I'm really here to talk to you
24:19about these great cinnamon rolls
24:20because you are the cinnamom.
24:23Right?
24:25Well, you are welcome to come in.
24:26Oh, thank you very much.
24:27And your friends here?
24:29Okay, yes.
24:29So can we let these guys come in?
24:30The camera guys?
24:31Yes, you may.
24:32Okay, come on.
24:34Introduce me to-
24:35This is my mom oil.
24:35I want you to meet my mom.
24:36This is my mother, Ray Cheney.
24:38Ray?
24:39Yes.
24:40Hi, Ray, I'm Todd Wilber.
24:41And my mother and my grandmother
24:43are actually the source
24:46of the legendary cinnamon roll recipe.
24:48Oh, you are?
24:48Yeah, it's my grandmother's.
24:50That would make her the Cinnagramma.
24:52Awesome, okay, let's chat.
24:54It's the dough that I'm having trouble with.
24:57Can you tell me what kind of flour you use
25:01for when you make cinnamon rolls?
25:03Is it like a bread flour or all-purpose flour?
25:08Listen to your intuition.
25:09Try it and see what happens.
25:11Oh, I don't have a lot of time, though.
25:12Yeah.
25:13I've only got like three days to do it.
25:15And I'm not even close to it right now.
25:18So please, give me maybe a little bit of a tip, a secret.
25:24I was thinking of using some baking soda and buttermilk
25:27to activate the baking soda.
25:28Maybe help it give it some color.
25:32What do you think?
25:33I think you have to try it.
25:35No?
25:36You're not gonna?
25:37Just a little?
25:40A little bit, no, nothing?
25:41I would never reveal the secrets of Cinnabon.
25:45They're in my soul.
25:47I'm getting nothing here, I'm getting nothing.
25:50I need something, just something I gotta bring back
25:52to my truck.
25:54Anything you can help me with?
25:56The most important thing in it,
25:59I'm giving you a tip here.
26:00This is an ingredient.
26:01Is pure caring.
26:05Rigor, tenacity, and imagination.
26:11What in the world is this lady talking about?
26:14Time and attention.
26:16It has this kind of nostalgic quality.
26:19I inherited it from my mother.
26:21And sugar.
26:22And from my family.
26:23So think about that.
26:25Butter.
26:26Right.
26:27Do you mind if I use your restroom?
26:29Oh, no, no, go right ahead, sure.
26:32Ray, Ray, Ray, Ray.
26:33Please help me out a little bit.
26:35Give me just a little bit of information
26:36about your cinnamon rolls.
26:38Oh, my gosh, yeah.
26:39What about?
26:40Just something, just a little,
26:42just a little something.
26:43Well, we use the very same ingredients then as we do today.
26:48Yeah.
26:49Hey, did you ever use baking soda in your dough?
26:52I don't recall that.
26:54When would you use baking soda?
26:56No.
26:57No.
26:58It's all about the filling.
26:59And which is simple?
27:00It's just brown sugar.
27:01And butter.
27:01And butter and cinnamon.
27:02That's it.
27:03That's it.
27:04And you made a paste out of it?
27:05Yeah.
27:06Put that on there?
27:07Yeah.
27:07Would you use only one kind of flour
27:08in your cinnamon rolls, or did you combine flours?
27:10No, no, no, no.
27:11Plain, all-purpose flour.
27:14That's it.
27:15That's it.
27:16Okay.
27:16Yeah.
27:17Yeah.
27:18Todd, are you learning a few more?
27:21No, I was just using,
27:22No, I was just talking to Todd.
27:24I was just talking to you.
27:25From mother?
27:26No, we were just, you know,
27:27chatting about her cinnamon rolls a little bit.
27:30Just talking about how great, you know,
27:32cinnamon rolls are, how much I love them,
27:35and how I should really be outside
27:36instead of talking to her.
27:37I think you should.
27:38Let's go outside.
27:39Yeah, okay.
27:42Heading back to Atlanta.
27:43Done here in Seattle,
27:44but we learned a lot of good stuff here.
27:46Got to see that cinnamon factory
27:47where they process the cinnamon.
27:48That was awesome.
27:49And maybe got a little chunk of information
27:51from Cinnamom's mom about what kind of flour we use.
27:54So, good stuff.
27:55Now we gotta head back to Atlanta and get cooking.
28:01It's been a long day,
28:03and tomorrow is our big taste test.
28:05Tonight's my last chance to do a test batch,
28:07and I'm exhausted.
28:09So, in Seattle, I learned to use all-purpose flour,
28:12not to use baking soda,
28:14and I got my Makara cinnamon.
28:16And Cinnamom told me,
28:17pure caring, tenacity, rigor, and imagination
28:21were clues to help with the rolls.
28:23But honestly, I don't know how that will help me now.
28:26I'm just glad I got all the clues that I did.
28:29Let's make this thing before I pass out.
28:31All right, so let's see.
28:33We need our 23 and a half ounces
28:35all-purpose flour this time.
28:38Wow, I need some coffee.
28:40Can somebody get me a coffee?
28:41We just gotta get this thing made.
28:43Three quarters there.
28:44Get our measuring spoons.
28:49I wish Cinnamom had given me a little more information.
28:54Tenacity, rigor, imagination.
28:57Pure rigor, pure rigor, pure tenacity, pure caring.
29:05Could the secret to the dough
29:06be in the time it takes to knead it?
29:09Is that what Cinnamom was trying to tell me?
29:11Let's knead the heck out of this dough.
29:13I hope this is right,
29:14because it's my final shot at making this dough
29:17before tomorrow's taste test.
29:24Oh.
29:41It's now the final day of the competition,
29:43and I have a lot of work to do.
29:45Right now, I have to check on my rules from last night.
29:47My version, their version.
29:50Check them out.
29:51You got the overflow, which is okay.
29:54We also have all this seepage, this liquidy seepage.
29:56I've tried everything.
29:57We're not getting that gooeyness
29:59that makes a Cinnabon a Cinnabon.
30:01How am I gonna pass any sort of taste test like this?
30:03I am so close to perfecting this recipe.
30:06I still think the proofing is off,
30:07and my cinnamon filling isn't sticking,
30:10but I think the taste is spot on.
30:12So I'm gonna go out on the street
30:13and see if regular people agree with me.
30:15I have two boxes of cinnamon rolls here.
30:18Let's just dig on in and try these,
30:19and then tell me what you think of them.
30:21Okay.
30:22Dig on in.
30:23Sticky, gooey, awesomeness.
30:26Now try the other one.
30:27All right.
30:28What do you think?
30:29I'm not sure which one I like better,
30:30because I like the little bit of crunch better in this one,
30:32but I like the flavor better in this one.
30:35Okay, well, this is a real Cinnabon,
30:38and this is one I made.
30:39Oh, nice.
30:40Oh, very good.
30:42Yeah, from scratch.
30:43Wow, that's awesome.
30:45Hard to tell the difference, right?
30:46Oh, yeah.
30:46Yeah, they look the same.
30:48I wouldn't have been able to tell.
30:49They're kind of close.
30:50Yeah?
30:51Yeah.
30:52Very close, right?
30:53No, I really didn't think they were close.
30:54This one, no.
30:56I thought that one had a different,
30:57a more sweet taste to it than this did.
30:59If I hadn't just tasted that one, I would think.
31:01You would think that I went to Cinnabon and bought this?
31:03Yeah, yeah, I would.
31:04I thought they tasted similar.
31:06Great, thanks, guys.
31:07I couldn't fool everybody, but I know I'm close.
31:10I have to get back to my truck
31:12and really focus on my problems,
31:13starting with my cinnamon filling that isn't sticking.
31:16I better call Claudia.
31:19Yo, Claudia, are you there?
31:20Yeah, I'm here.
31:21Hey, okay.
31:22I got the dough this morning,
31:24and we did some testing.
31:27I got some news for you.
31:28Okay, what's going on?
31:30We found some enriched wheat flour
31:34at about 67%.
31:36How about the filling?
31:38What did you find there, anything?
31:40On the filling, we found some brown sugar, cinnamon,
31:45and oil at about 67%.
31:50We found water, 27%.
31:52Claudia.
31:53Soybean oil, about 3%.
31:55Claudia.
31:56We have white sugar, yeast, and salt.
31:59Claudia.
32:00But I think the key thing for you is that-
32:00Okay, Claudia, anything I can actually use?
32:03The cinnamon has that gooey texture to it.
32:05We found that there is some kind of gum there
32:08that keeps it all together.
32:09This gum you're talking about,
32:10this is probably what's giving it
32:12that super gooey quality, right?
32:14Right, right.
32:15Could it be something like xanthan gum,
32:17something like that?
32:17It could be xanthan gum.
32:20Beautiful.
32:21Thank you, Claudia.
32:23Okay, you take care and good luck.
32:24That's one problem solved.
32:26Measuring out some brown sugar,
32:2814 ounces, macara cinnamon.
32:30But you know what else is gonna give us the goo factor?
32:32This stuff.
32:33Claudia told me about xanthan gum.
32:35This is what we're gonna put in here this time.
32:37This, ladies and gentlemen, is the filling.
32:40Dough.
32:41Look at that, puffy.
32:42That's what we want.
32:43This is the final batch for the taste test.
32:46So I have to make sure everything is done right.
32:49Last batch, it seems my rolls didn't proof right
32:52in the special oven.
32:53And probably because at R&D,
32:55they used a separate proofer that was 105 degrees and humid.
32:58So I need something hot and humid now.
33:01What's 105 degrees and humid in Georgia in the summertime?
33:04We need a warm car.
33:07A warm car for real?
33:08Yeah, I don't have a proofer.
33:10This is unbelievable.
33:11No, this is great.
33:12I've always wanted to know if a car could proof rolls.
33:14If this doesn't work, what are you gonna do?
33:16We're screwed.
33:17I'm just gonna set these on the seat.
33:18Okay.
33:19Oh, it feels good in here.
33:21Am I the first person to proof cinnamon rolls
33:22in a parked car?
33:24Maybe.
33:24Okay, so frosting.
33:26Let me get my mixer back.
33:29Hey, Todd.
33:30How are you doing?
33:31It's a mess and it's really hot.
33:33And I'm short on margarine and I don't have a proofer.
33:37Oh, no.
33:38How are you proofing?
33:39I'm proofing in a hot car right over there.
33:41That is awesome.
33:42Yeah.
33:43We're gonna have to go check it out.
33:44I just kind of made that up.
33:45Well, best of luck to you.
33:46Good luck.
33:47Thanks.
33:48I feel confident that the gum will greatly improve
33:51the rolls filling.
33:51And I think I've nailed the frosting.
33:54Nice.
33:55Okay, this is it.
33:57I love it.
33:58Let's go check that rise.
34:01That dough has almost doubled in size.
34:03Let's go to the oven.
34:03But we frost these babies and they'll be awesome.
34:07And please work.
34:10I don't want it to get any browner than that.
34:13We are done.
34:14This is it.
34:15Moment of truth.
34:16I don't even have time to taste my final batch.
34:19But the cinnamon stayed in the bun
34:21and the dough looks great thanks to the proofing.
34:24Time is up.
34:25I'm off to face the judges.
34:43All right, Todd.
34:44So, moment of truth.
34:46You've had three days, right?
34:48Yeah.
34:49Three tiny little short days.
34:50How are you feeling?
34:51I'm so nervous.
34:53Well, I wish you the best of luck.
34:55But we do have a pretty awesome panel of judges.
34:58Let me introduce you.
34:59You've got Frank, our expert,
35:01who is a Cinnabon franchisee of the year.
35:04And it is his business to make and sell Cinnabons
35:06every day.
35:08Then we have Latasha, who is our super fan.
35:11So you know your Cinnabon.
35:13And then we have Scott, who is our local patron,
35:16who's been coming to this mall and this Cinnabon for years.
35:19Right?
35:20I come here all the time and I can eat it for breakfast,
35:22I can eat it for lunch, I can eat it for dinner,
35:24and I can have it for a late night snack.
35:26Oh, okay.
35:27He knows his Cinnabon too.
35:29That's gonna be super tough.
35:30Okay, guys.
35:31So here's what we'll do.
35:32We're gonna have you all open your boxes,
35:35take a bite of each,
35:36and then we'll have you close up your box,
35:37push forward the one you think is the real Cinnabon.
35:40How's that sound?
35:42Getting hungry?
35:43All right, you guys ready?
35:44Open your boxes and let's start eating.
35:49Yeah, okay.
35:50Oh, I'm so nervous.
35:51Yeah, get a nice bite.
35:52Yeah, oh baby.
35:54All right, yes.
35:56How we doing?
35:57Well, that was delicious.
35:58Yeah?
35:59It was.
36:01Yeah.
36:02Are we forming any opinions yet?
36:04Getting close.
36:05We are?
36:06Okay, okay, good.
36:07Okay, good.
36:08All right, so close up your boxes.
36:10Close that up.
36:11All right, Frank.
36:13Which one do you think is the real Cinnabon?
36:15Push that box forward.
36:16But if you don't know, okay,
36:18if you're undecided, don't just guess.
36:19Just push it both forward.
36:21It may be all up to you.
36:24Well, you know, when I taste this one,
36:26right off the bat, it gives me that wow taste.
36:29Okay.
36:30What about this one?
36:32Well, I taste cinnamon.
36:33Yeah.
36:34But I'm not quite sure I have the same ratio
36:36of the macaro cinnamon, margarine blend.
36:39Right.
36:40So there is a difference in the two.
36:43I'm going to choose this one.
36:45All right.
36:46As the Cinnabon.
36:47Are you sure?
36:48I am sure.
36:48You wanna change?
36:49No, I'm gonna stick with that one.
36:51So now we're going to take this question mark
36:54off of the box and see what we have.
36:57You ready?
36:58Yes.
36:59Take it off.
37:01Cinnabon.
37:05All right, Scott.
37:06Are you ready to push a box forward?
37:09Which one do you think is the real Cinnabon?
37:13It's really close.
37:14Here we go.
37:15No, it was really close.
37:17I don't think I can make a decision.
37:18I'll push that one.
37:19Hey, that's a win for me, right?
37:21I can't tell.
37:22Hey.
37:23I'm sorry.
37:24Come on, Scott.
37:24Yes.
37:25Yes.
37:26I think I get that.
37:28I think I get one.
37:28I'll give you two.
37:29All right, Scott.
37:31And Tasha, here we go.
37:34Moment of truth.
37:35You ready?
37:36Push forward the box you think is the real Cinnabon.
37:39I think this one is absolutely delicious.
37:42The only thing is that the icing is not very well blended.
37:46It's a little bit choppy.
37:47Everything is blended well together with the smoothie.
37:51Are you sure?
37:52Yes.
37:56All right, Tasha.
37:57You take off the question mark.
37:58And what do we have?
38:02Cinnabon.
38:03Are you sure?
38:05Are you sure?
38:08I may not have won the bet,
38:09but I did fool one of the experts.
38:12That's a victory in my book.
38:13Well, Todd, you made such a good clone.
38:16We are still going to donate to Share Our Strengths,
38:19No Kid Hungry in your name
38:21because you really did give us such a great gift.
38:23Oh, I love it.
38:24I love it.
38:25Yes.
38:27Thank you, Tash.
38:28Absolutely.
38:31Beautiful.
38:31However, since it was a little bit of a miss,
38:34you still have your end of the bargain to hold up.
38:36It's like 100 degrees outside.
38:38It is just a little warm,
38:40but I have the utmost confidence
38:42that you can do it with a smile.
38:44So what do I have to do?
38:46Cinnabon.
38:47Samples of Cinnabon rolls.
38:48Yeah, take some.
38:49Cinnabon.
38:50Sample of Cinnabon.
38:51Cinnabon.
38:52Oh, you need your carbs.
38:53Appreciate it.
38:54Carb up.
38:55Give you energy.
38:56Like some Cinnabon?
38:56Cinnabon?
38:57You sure?
38:59Cinnabon.
39:00Want to try some of my recipes at home?
39:02Log on to cmt.com for my versions
39:05of the recipes featured in the series.
39:08Cinnabon.
39:11It's hot.
39:12It's so hot.
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