Visitors at Auntie Anne’s will soon notice a bold new twist when they stop at the pretzel purveyor’s locations.
The company, which started in Pennsylvania, is redesigning its kiosks, located in malls, airports and stadiums, with a sleeker, more modular look.
According to Auntie Anne’s owner GoTo Foods, the refresh is designed to appeal to younger customers, mostly Gen Z and Millennials.
“Balancing nostalgia with modern convenience, the fresh and unexpected store design is built to resonate with today’s on-the-go snackers,” the company said in a statement.
The new look features a new logo, bolder colors, open kitchen and designated mobile pickup area.
The design incorporates elements such as a “naturally knotty” wall graphic and twisted mural design, which the company says evokes its iconic knotted and twisted pretzels.
The sleeker pretzel logo replaces the company’s long-standing, more “homespun” halo and, according to the company, aligns more with the brand’s “personality and evolving tone.”
“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 for GoTo Foods.
The chain said it plans to remodel about 150 kiosks this year, with more in the pipeline.
Auntie Anne’s was founded in 1988 by Lancaster County resident Anne F. Beiler, who started with a small farmers’ market stand.
Today, the brand operates more than 2,000 locations in 49 states and 25 countries and territories.
GoTo Foods also owns Carvel, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s.
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