America’s favorite fictional Cinnabon bakery manager is back for the second season of the hit AMC drama, Better Call Saul. In the first episode of the new season, airing on February 15, Saul (played by Bob Odenkirk) will return in his present undercover persona, Gene, working as a Cinnabon bakery manager in Omaha, Nebraska.

In celebration of the second season's opening cameo, guests can visit any participating Cinnabon location to enjoy a free cup of coffee on Monday, February 15. 

Cinnabon promotion

In addition, from now through February 22, Cinnabon is calling upon Better Call Saul fans to snap their best #SaulSelfie! Simply strike a pose with the life-sized Saul standee located at select Cinnabon bakeries and post the selfie to Twitter using the hashtag #SaulSelfie.

One lucky winner and a guest will receive a trip to the show's hometown of Albuquerque, New Mexico, where they will attend an exclusive Better Call Saul event. For official rules visit

"The positive feedback from our fans after our first appearance in the debut season of Better Call Saul was so tremendous that we're eager to kick off the second season with the same energy," said Joe Guith, president of Cinnabon. "Part of our constant innovation philosophy is bringing the Cinnabon experience to fans in new and unexpected ways. It's incredibly exciting to have the opportunity to surprise fans in relevant areas of pop culture, such as TV and film."