Cinnaholic, a cinnamon roll chain with over 100 locations across the U.S. and Canada, is collaborating with Dallas-based social media influencer Dre Hopkins to create a limited-time offering called the King of Dallas Roll.

The new menu item, available on September 14, features Cinnaholic’s cinnamon roll base topped with banana frosting, strawberries, bananas, and a chocolate drizzle. 

Hopkins, known on social media as @DreinDallas, developed the role alongside Cinnaholic’s R&D Manager, Eleni Dandelakis.

“We wanted to collaborate with someone who is not only excited to partner with our brand but also deeply connected with the Dallas community,” said Daniel Aldrich, Cinnaholic’s Marketing Director.

Hopkins, who has 1.2 million followers on TikTok, gained viral attention in February 2024 for his review of a Crumbl Cookie product. 

His video, featuring a comedic critique of a cookie associated with pop star Olivia Rodrigo, amassed 19.7 million views and 2.4 million likes.

Crumbl Cookie took advantage of the viral video and reached out to Hopkins. 

In a TikTok video, he claims they were looking to purchase the viral soundbite from his video reviewing “Olivia Rodrigo’s GUTS Cookie” by offering him a PR package. Hopkins said he felt disrespected by the offer.

“Black content creators run these apps regarding the sound, the culture, the dances, the music, and all that,” explained Hopkins. “We run these apps but thank you for being one of the first big companies to show me that I’m just another Black content creator you can try to use for a PR package. I get that sh*t weekly.”.

The Cinnaholic collaboration comes amid ongoing discussions about pay equity for Black creators in influencer marketing that have identified a 35% pay gap between white and Black creators.

Moreover, a 2023 Nielsen report indicated that Black influencers outperform non-Black counterparts in several metrics, including interaction rates and follower growth.