San Tan Valley resident Matthew Hodl’s life took a sweet twist when he took a bite of a vegan cinnamon roll with his now-fiancée Telor, at Cinnaholic.
So impressed, the two purchased their own Cinnaholic in Queen
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Creek to offer plant-based cinnamon rolls and other treats, without dairy, lactose, egg or cholesterol. The acquisition was the perfect move for the couple, as Telor is allergic to dairy and leaning toward a vegan lifestyle.
The customizable cinnamon rolls join brownies, cookies and edible cookie dough. Guests can select from more than 20 creative frosting flavors and a variety of toppings for the cinnamon roll.
Fan favorites include the Cookie Monster (cream‑cheese‑style frosting, chocolate chips, homemade cookie dough, chocolate sauce) and the Campfire S’mores (marshmallow frosting, graham cookies, marshmallows, chocolate sauce).
The San Tan Valley couple will celebrate their store’s second anniversary on Wednesday, June 3, with $3 Old Skool Rolls and $5 signature rolls.
Opening Cinnaholic was a full-circle moment for Matthew. The store opened May 24, 2024, across the street from his former middle school.
“The location still feels surreal to me,” he said. “To grow up here, then come back as a business owner and job provider — even hiring some of the students has been incredible.”
Before cinnamon rolls entered the picture, Matthew worked in the corporate world. After witnessing a toxic, racist culture, Matthew was inspired to be an entrepreneur.
“I looked in the mirror and didn’t recognize the guy staring back,” he said. “I told myself, ‘I’m going to open a business in this town and show people how you run a successful place by treating employees with respect.’”
He pitched his vision to Cinnaholic and was approved, becoming one of the company’s youngest franchise owners. His father and uncle invested in the project, helping the couple bring the bakery to Queen Creek.
Despite rising rent and the realities of running a family‑owned shop without corporate backing, the store has thrived, Matthew said.
Of the seven employees on staff, five have been there since opening day — a rarity in food service, he added.
“If you look at our staff, they’re happy,” Matthew said. “Two of our girls leave for school but come back every summer and winter. As long as you leave on good terms, you always have a job with us.”
The move has paid off. For many customers, the experience is emotional.
“The best reaction is when someone asks, ‘Are you really vegan?’ and I get to tell them my whole story,” he said. “Seeing their faces light up — that’s what it’s all about.”
