In early 1985, restaurateur Rich Komen felt there was a specialty niche in convenience-food service just waiting to be filled. His idea was to create an efficient outlet that could serve freshly made cinnamon rolls in shopping malls throughout the country. It took nine months for Komen and his staff to develop a cinnamon roll recipe he knew customers would consider the "freshest, gooiest, and most mouthwatering cinnamon roll ever tasted." The concept was tested for the first time in Seattle's Sea-Tac mall later that year, with workers mixing, proofing, rolling, and baking the rolls in full view of customers. Now, more than 626 outlets later, Cinnabon has become the fastest-growing cinnamon roll bakery in the world.