Auntie Anne's debuts new store design, brand refresh
A popular pretzel chain is rolling out a new store design.
Auntie Anne's, part of the GoTo Foods portfolio of restaurants, plans to remodel over 150 locations this year with an updated design that embraces a “flexible, future-ready layout” that aims to enhance the customer journey. Auntie Anne’s says the new store design will also streamline operations and support future growth.
“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, GoTo Foods. “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.”
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(Image credit: GoTo Foods) -
(Image credit: GoTo Foods)
Key elements of the new store design include:
- Modern brand aesthetic: The refreshed color palette, updated materials and signage are paired with Auntie Anne’s new logo and “bold brand voice.” New design features include updated central fixtures including dynamic wall graphics and a versatile rolling counter. Additionally, a signature “twist” mural and “Now Rolling” sign reinforce the “hand-crafted freshness” of the chain’s pretzels.
- Purposeful touchpoints: Thoughtfully-positioned merchandise displays, frozen beverage machines and a clear view into the kitchen aim to create a sense of transparency and excitement among guests.
- Digitally streamlined operations: A prioritization of operational ease with smart digital menu layouts, clearly defined queuing paths and a dedicated mobile order pickup area to support growing off-premise demand.
- Modular, cost-efficient design and flexible formats: Durable materials and modular construction aim to keep buildout costs low for Auntie Anne's while ensuring long-term quality. Designed for inline, streetside and non-traditional spaces, the new design offers scalable options that reduce investment and speed up market entry.
- Standardized equipment & support: Through the strength of the unified GoTo Foods platform, Auntie Anne’s benefits from streamlined equipment recommendations and vendor relationships that support consistency and operational efficiency across locations.
As of March 30, 2025, Auntie Anne’s operates more than 2,000 locations in 49 states and 25 countries and territories. The brand’s stores can be found in malls, outlet centers, universities, airports, Walmarts, travel plazas, military bases and food trucks.
[READ MORE: First Look: GoTo Foods opens debut 'Cinnabon Swirl' location]
As of March 30, 2025, Atlanta-based GoTo Foods (formerly known as Focus Brands) operates over 6,900 restaurants, cafes, ice cream shops and bakeries in all 50 states and over 65 countries and territories under the Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s brand names, as well as the Seattle’s Best Coffee brand on certain military bases and in certain international markets.
