HONEY Bun is set to open its first expanded Swirls location in New Kingston within the next two months, marking the start of a broader roll-out of the quick-service pastry brand acquired by the company last year.

The new outlet, expected to launch by May, will offer an upgraded customer experience compared to the original Half-Way-Tree shop, including more seating, an expanded menu, and a visual production set-up similar to international chains like Cinnabon, CEO Michelle Chong has said. The move forms part of Honey Bun’s plan to establish at least five Swirls locations across the island and lay the groundwork for regional expansion.

“We’re starting with New Kingston because of the foot traffic, corporate activity, and is convenient for both those who drive or take the bus,” Chong told the Jamaica Observer following the company’s annual general meeting on Wednesday. “We expect to get everything done within the next six weeks.”

The New Kingston location will feature a menu of sweet and savoury items built around products from Honey Bun’s core manufacturing lines, including its signature cinnamon rolls, hot dogs with Swirls bread, tuna sandwiches, and coffee. The concept blends grab-and-go convenience with café-style service, tailored to busy urban professionals and students.

“Swirls will offer something fast, fresh, and different — an alternative to typical cooked or fast food,” she said.

Chong described the Swirls model as “retail theatre”, allowing customers to watch the production process, with a focus on freshness and customisation. A promotional campaign is also planned to introduce variations of the cinnamon roll, including cream cheese, nut, and berry toppings, as the company tests local preferences.

The New Kingston shop is the first of several planned locations, with others being considered for Papine in St Andrew; May Pen, Clarendon; and Montego Bay in St James — each selected for high foot traffic and university populations. While the immediate focus is on domestic expansion, Chong confirmed that the company is actively exploring franchising Swirls across the Caribbean in the medium term.

“We’re building the brand locally first but we already have our eyes on the regional market,” she told BusinessWeek. “It’s a franchise so we’re looking at maybe the next two years to expand to the Caribbean — but we won’t say where yet,” she continued.

The roll-out is backed by production capacity upgrades at Honey Bun’s new 60,000-square-foot facility in Angels, St Catherine, now nearing full operation. The plant is expected to increase production by 150 per cent and support both the company’s wholesale business and its Swirls retail ambitions.

Swirls — which was also founded by Michelle and her husband Herbert Chong — was acquired by Honey Bun in June 2024 at a price tag of $9 million. The acquisition was part of a deliberate strategy to diversify Honey Bun revenue and expand consumer touchpoints beyond retail packaged goods.

“Swirls allows us to meet that demand more directly while positioning the brand for regional growth,” Chong said.

Honey Bun, listed on the Junior Market of the Jamaica Stock Exchange since 2011, is projecting more than $4 billion in revenue for the 2025 financial year. The company expects the Swirls roll-out to contribute meaningfully to growth as new stores come on stream over the next 12 to 18 months.