Auntie Anne's, the iconic pretzel chain known for dominating mall food courts, is unveiling a comprehensive rebrand and modern store format that extends beyond their traditional pretzel offerings.

The transformation, led by parent company GoTo Foods (formerly Focus Brands), features a sleeker design aesthetic targeting younger generations. Over 150 stores are scheduled for renovation this year, showcasing vibrant blue color schemes and contemporary design elements while maintaining the brand's core identity.

Key Changes in the New Format:

• Updated branding with a modernized pretzel logo (removing the classic halo)
• Dedicated mobile order pickup zones
• Digital-first customer experience
• Open kitchen concept maintaining the signature pretzel-making show
• Enhanced visual merchandising

Michael Freeman, President of Brands at GoTo Foods, explains: "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."

Since its founding in 1988, Auntie Anne's has grown to over 2,000 locations worldwide. The brand's signature experience of watching pretzels being made remains central to the concept, now enhanced with modern touches that appeal to today's consumers.

This strategic renovation represents more than just a visual update - it's a comprehensive modernization aimed at maintaining relevance in an evolving retail landscape. The new format ensures Auntie Anne's continues to deliver its beloved pretzel experience while adapting to contemporary consumer preferences and digital demands.

The rebranded stores will maintain their full menu of classic offerings while presenting them in a more contemporary, Instagram-worthy setting. Whether customers come for the signature cinnamon sugar pretzels or classic salted varieties with cheese dip, they'll now enjoy their favorites in a completely refreshed environment.

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