it's called cinnabon. it's a cimma-bun, isn't it? >> it's a cinnabon. >> do you like milkshakes?ou have one of those and then i finish up, the kids don't finish, and i told my wife, if you make a bathtub and put me in a bathtub, i would not -- i think i'd die. i would not stop. i would not -- i cannot stop with a milkshake. >> i'm hungry thinking about it. >> my stomach could not hold a bathtub full. right. that would happen, literally. >> like a dog, you can't get enough food around. >>> up next, it's the season for pumpkins. we have our very own carving station at cnbc this morning. we're going to talk about the halloween business. did you know that the average american is expected to spend $250 this year on this holiday? "squawk box" will be right back. ♪ >>> it is the most haunted time of the year. new york's historic hudson valley is fully lit up with jack-o'-lanterns galore. a walk-through experience with illuminated pumpkins. joining us is the master pumpkin carver there. he has a few customized "squawk" pumpkins he's been working on. this year check out what he has brough

how much of a brand is cinnabon? how are you remaking franchising?ly has expanded beyond so much more than a product and i think that's what it takes to be successful in a consumer business today to be defined as one of the greatest indulgent food brands from franchise growth and what with e're famous for. the aroma in malls and airports and also in over $700 million in product sales through consumer package goods, partnerships and appliances of white wave, green mountain coffee and that has fueled the power of the brand and brought access to the brand to consumers no matter where they are in the world. >> it's amazing. 800-calorie treat has -- >> people are talking about it. the whole #sweettalk. and the number of twitter followers that cinnabon has and facebook and instagram. tell me how important the social media campaign is to really the branding you're doing globally. >> yeah. social media has been critical to not only building the brand but we have so many fans who express their love for the brand online and it's our job to be the biggest fan o