Auntie Anne’s Launches Modern New Store Design, Blending Nostalgia and Convenience
Auntie Anne's hopes their new store design will create a more inviting and memorable customer experience.
Auntie Anne’s, under the GoTo platform, has introduced a bold, eye-catching store design crafted to draw customers in and create a more inviting and memorable retail experience.
The fast-service food brand is rolling out a refreshing look that boosts curb appeal and introduces a modern, streamlined layout to enhance customer experience and operational efficiency. This bold update sets the stage for long-term growth, per a press release. Created with Gen Z and millennial shoppers in mind, the refreshed look piggybacks on Auntie Anne’s commitment to cultural relevance in the food and beverage marketplace.
The updated store design blends the brand’s heritage with modern functionality as a way to appeal to today’s busy, convenience-driven consumers. With a streamlined, modular layout, bold signage, and refined brand elements, the new spaces are purposefully designed to stand out against competitors.
Auntie Anne’s signature blue accents enhance the revamped store’s visual appeal, and new touches such as the “naturally knotty” wall graphic and twisted mural pay homage to Auntie Anne’s iconic pretzel shape. These nods to the store’s past provide critical touchpoints for customers while simultaneously moving the brand forward into the future.
How Many Auntie Anne’s Stores Will Get a Remodel?
More than 150 store remodels are planned for this year as part of Auntie Anne’s brand refresh. Per the press release, key retail updates the quick service food retailer will roll out include:
- Modern Brand Aesthetic: A refreshed color palette, updated materials, and signage work together to deliver a cohesive, contemporary experience. New design features include updated central fixtures, wall graphics and a versatile rolling counter. Additionally, a signature “twist” mural and “Now Rolling” sign reinforce the hand-crafted nature of the company’s product.
- Purposeful Touchpoints: Merchandise displays, frozen beverage machines, and a clear view into the kitchen create a sense of excitement for customers, who can watch their pretzels being made in real time, turning snack preparation into part of the experience.
- Digitally Streamlined Operations: Smart digital menu layouts, clearly defined queuing paths, and a dedicated mobile order pickup area will support growing off-premise demand.
- Modular, Cost-Efficient Design and Flexible Formats: The company will utilize durable materials and modular construction to keep buildout costs low while ensuring long-term quality. The new design offers scalable options that reduce investment and speed up market entry.
Michael Freeman — president of Brands, GoTo Foods — shared details of how the remodel will help the brand move forward within the QSR industry.
“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,” he said.
“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,” Freeman added.
