Cinnaholic, the vegan cinnamon roll shop, is opening its fourth location in Southern California in Long Beach on May 21. Known for customizable and over-the-top cinnamon rolls, the bakery first gained popularity in Berkeley in 2009 and later appeared on Shark Tank, declining a deal for nationwide shipping to focus on brick-and-mortar expansion. With 55 franchise locations already open, Cinnaholic plans to add 20 more storefronts by the end of the year.

Customers can personalize their cinnamon rolls with a variety of frostings and toppings, similar to a frozen yogurt or ice cream shop experience. The menu also includes other baked goods such as cookies, cookie cakes, brownies, and bite-sized cinnamon nubs. For updates on the grand opening and specials, follow Cinnaholic on Instagram @cinnaholic.