Auntie Anne’s Gets a Facelift

Auntie Anne’s (Atlanta) has taken the wraps off new store design that invites guests to “twist up your day” with a fresh, brand experience, the company said in a news release. “The space is brought to life through eye-catching materials, signature blue accents and fresh textures — infused with unique design elements such as the “naturally knotty” wall graphic and the twisted mural design, evoking the visual of Auntie Anne’s iconic knotted and twisted pretzels,” the release notes.

The company plans remodels that will bring the new look to 150-plus units this year.

“This modernized design is a reflection of how we’re evolving to meet our guests wherever they are, while offering franchisees the flexibility, scalability and operational efficiency they need to be successful,” said Michael Freeman, President of Brands at Auntie’s Anne’s parent company, GoTo Foods, which also operates six other brands, including Cinnabon, Moe’s Southwest Grill and McAlister’s Deli. “Our bold new look, featuring vibrant blues, playful twists and a sleek logo, signifies a major evolution in our visual identity, ensuring we remain culturally relevant and enticing to our target Gen Z and Millennial demographics. 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.”

Auntie Anne’s was founded in 1988 and gained fame for mixing, twisting and baking pretzels in full view of guests. Its 2000 locations are in malls, outlet centers, universities, airports, Walmarts, travel plazas, military bases and food trucks in 49 states and 25 countries and territories.