California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.
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10 California Centers Magazine | March 2015 C C C oming off a banner year that saw the frst store redesign in its company history, expansion into two new countries, and the launch of a mobile app "Pretzel Perks," Aun- tie Anne's Pretzels announced its fu- ture growth plans in January 2015. The company executives' target goal calls for opening 100 new domestic locations in 2015, with an added em- phasis on non-traditional growth (af- ter having opened more than 90 new non-traditional units in 2014). Every new location established in 2015 will incorporate the brand's up- dated store design, which has been well received by franchise operators and the stores' customers. The chang- es began to be introduced in May of 2014, with over 40 of the chain's stores currently exhibiting the new look and feel, which has been described as re- sembling a home kitchen, with warm tones, new ovens and redesigned equipment. In addition to continued domestic expansion, the franchise recently opened units in Aruba and Canada. The new locations have suc- ceeded in creating new loyal fan bases across cultures. Going forward, Aun- tie Anne's plans to also pursue addi- tional international development op- portunities in 2015. "We are incredibly proud of this year's accomplishments on all fronts. Our brand awareness continues to build here and abroad, and we con- tinue to evolve with our new store design. That said, we can't ever be complacent. In the coming year and moving forward, we have to contin- ue to challenge ourselves through a strong emphasis on innovation of menu, consumer engagement, and op- erations," stated Heather Neary, vice president, global marketing of Auntie Anne's, Inc. The concept is remarkable not only for having withstood the test of time in the competitive snack food catego- ry of retail, but also for maintaining a steady pace of growth by increasing its appeal to new populations of con- sumers. Since the opening of the frst Auntie Anne's in 1988, its popularity has been widespread, with aggressive store expansion buoyed by an ever in- creasing customer base. The history of how this pretzel bakery concept evolved from a sin- gle farmer's market stand into the world's largest soft pretzel franchise can be attributed to steady pursuit of a targeted growth strategy and basing development expansion on the best lo- cations and partners. The brand's sig- nature recipe was developed by Anne Beiler, who, with the encouragement of her husband Jonas, tinkered with the initial ingredients until getting results deemed "pretzel perfect." The frst franchised Auntie Anne's loca- tion would debut in 1989. The popu- larity of the delicious, hand-rolled soft pretzels, and a strong business model, allowed for exponential growth un- til Auntie Anne's Inc. was purchased by long-time company executive Sam Beiler in 2005. Sam Beiler initiated a major updating of the brand, to en- sure its relevancy in the marketplace. In November 2010, Sam Beiler sold the company to FOCUS Brands, Inc., an Atlanta-based franchisor and oper- ator of thousands of ice cream shops, bakeries, restaurants and cafes operat- ing in the U.S., District of Columbia, Puerto Rico and numerous foreign countries under half a dozen exclu- sive brand names. Many of the newest Auntie Anne's stores to be developed are operated by seasoned entrepre- neurs who typify the savvy and pas- AUNTIE ANNE'S Continues building on its global presence Auntie Anne's is the world's largest soft pretzel franchise. The brand's signature recipe was developed by Anne Beiler, who tinkered with the initial ingredients until the product was "pretzel perfect."