Dive Brief:
- Auntie Anne’s unveiled a refreshed design for its pretzel stands that will enhance its visual identity, improve the guest experience, streamline operations and support long-term growth, the company said in a Monday press release.
- Remodels, which are designed for inline, streetside and non-traditional spaces, are underway and the chain expects to complete 150 redesigns this year.
- The redesigns, which are meant to appeal to Gen Z and millennials, are part of the chain’s ongoing strategy to refresh its brand and “remain culturally relevant.” The chain will replace its pretzel halo with a sleeker pretzel logo and add “naturally knotty” wall graphics.
Dive Insight:
Auntie Anne’s new design includes a refreshed color palette, updated material, new signage and logo and a “Now Rolling” sign to highlight employees making the pretzels. Merchandise displays and frozen beverage machines are also more clearly visible.
Operational updates include smart digital menu layouts, defined queuing paths and a mobile pickup area. The redesign uses durable materials and modular construction to lower buildout costs.
In addition to the redesign, Auntie Anne’s also introduced a limited time streetside development incentive for franchisees that sign new co-branding franchise agreements by Dec. 15. That incentive includes reduced franchise, royalty and ad fees.
Co-branding has been a key strategy for not just Auntie Anne’s, but across its sister brands under GoTo Foods. Auntie Anne’s rolled out its first co-branded drive-thru with Jamba in 2021 and GoTo Foods opened its first Cinnabon Swirl dual-branded location with Cinnabon and Carvel earlier this year.
“As consumers are engaging with Auntie Anne's in more ways than ever before, we're building a brand experience that's adaptable, future-ready and deeply connected to how people snack and dine today,” Michael Freeman, GoTo Foods president of brands, said in a statement.
Auntie Anne’s has over 2,000 locations across 49 states and 25 countries and territories as of March 30, according to the press release. Stores are located in malls, outlet centers, universities, airports, Walmarts, travel plazas, military bases and food trucks.
