How Auntie Anne’s® Is Building on Its Legacy to Expand into High-Visibility, High-ROI Spaces
Bobby Morena, Chief Development Officer, GoTo Foods
Franchise development is changing fast. While non-traditional formats like airports, stadiums, travel plazas, campuses and entertainment districts are becoming increasingly vital, the smartest growth strategies aren’t about choosing one path over another. Rather, they’re about designing a flexible, multi-format approach that reflects where the consumer is today and where brands can perform long-term.
This evolution is being driven by fluctuating real estate trends, shifting consumer behavior and a franchise economy that demands greater versatility. The opportunity now lies in embracing a blended strategy, one that balances dense, high-traffic non-traditional builds with thoughtful investment in streetside real estate and co-branded formats that optimize visibility, efficiency and scale.
At Auntie Anne’s, we’ve built one of the strongest non-traditional footprints in franchising, with over 2,000 locations across high-volume venues. But we’re not resting on legacy. Today, we’re expanding our development lens; elevating our approach to non-traditional growth while accelerating strategic expansion into standalone and co-branded streetside builds. In fact, 49% of our 2024 co-branded franchisee signings were for streetside locations, reinforcing that modern formats are gaining traction far beyond the mall. Together, these initiatives position us to grow with intention, accessibility and staying power in a rapidly shifting franchise landscape.
Why Non-Traditional is Becoming the New Traditional
There’s a reason non-traditional development has captured so much attention: it’s where convenience, visibility and efficiency intersect. Today’s increasingly mobile consumer expects speed and accessibility without sacrificing quality. This creates a powerful opportunity for QSR brands that can serve those in-transit moments without requiring a 2,000-square-foot footprint or a lengthy dine-in experience.
Simultaneously, landlords are prioritizing recognizable, operationally sound brands that can enhance guest experience and drive volume. The result is a mutually beneficial model: franchisees gain access to high-traffic, lower-overhead locations, while property owners secure trusted partners.
For Auntie Anne’s, these high-traffic venues – airports, stadiums, travel centers, and universities – are no longer one-offs, but integral to a broader, diversified growth strategy. It reflects a strategic evolution from our mall-based roots, aligning with shifting real estate trends and rising demand for grab-and-go experiences.
One of the clearest illustrations of what’s possible comes from Randy Labosco, a veteran Auntie Anne’s operator who has built a commanding presence across Dallas-Fort Worth International Airport. Recently, winning yet another bid, his airport portfolio will boast seven locations spanning every terminal. His trajectory reflects not just franchise growth, but the cumulative impact of experience, operational rigor and the strength of a well-supported system in a complex, non-traditional environment.
In addition to high-performing non-traditional venues, Auntie Anne’s is seeing strong results from co-branding strategies, particularly when paired with sister brands like Cinnabon® or Jamba®. In 2024, we signed more than 340 co-branded franchise agreements. One standout example is The OM Group’s commitment to 12 Auntie Anne’s/Cinnabon co-branded units across Michigan and Ohio, illustrating how platform company synergies and smart real estate selection can power multi-unit expansion.
Operational Excellence Is the Competitive Advantage
As the foodservice landscape continues to evolve, non-traditional development is becoming a critical growth engine – and operational excellence is what separates the contenders from the leaders. Success in these unconventional venues requires more than a great product. It demands operational adaptability, brand clarity and a model that supports execution at every level.
Non-traditional environments come with unique challenges: limited back-of-house space, unpredictable traffic patterns, staffing constraints and the need for speed without sacrificing quality. Many brands aren’t built to thrive in this space but those that are, and that execute with discipline, have a powerful edge.
At GoTo Foods, we’ve built that edge. Our platform company model gives brands like Auntie Anne’s the tools to win in high-velocity, compact formats. Through shared infrastructure – including intentional store layout design, labor modeling tools, custom equipment packages, tailored training and operational playbooks, POS integrations and more – we provide a blueprint for success. It’s not a copy-paste approach; it’s a strategic, purpose-built system that adapts to each new venue type without diluting the brand’s identity or customer experience.
As more brands rush into the non-traditional space, many falter at the point of execution. Interest is high, but true excellence comes from experience and infrastructure. Our ability to marry efficiency with hospitality, familiarity with flexibility and scalability with operational discipline is what positions us ahead of the curve.
Operational excellence isn’t just a nice-to-have – it’s the competitive advantage.
Data-Driven Development for Smarter Growth
Smart growth requires smart data. At GoTo Foods, we rely on data to drive every decision. We analyze traffic patterns, demographic profiles and even daypart pacing to determine where, and how, to place units – whether streetside or non-traditional. This ensures that our locations are not only visible but also viable.
Today’s franchisees are asking different questions now: How can I maximize revenue per square foot? How do I diversify beyond traditional shopping centers? Where can I go that builds brand visibility while minimizing risk?
Invest in and lean on data to respond. Flexible formats are no longer a novelty – they’re an expected offering and growing part of a franchisee’s portfolio strategy. Of Auntie Anne’s 2,000+ locations, the brand footprint reflects a thoughtful mix of formats: traditional mall spaces, streetside shops, non-traditional venues like airports and travel centers, and co-branded models. This format diversity is the data-driven response that in turn strengthens the system.
Where the Future Is Headed
Looking ahead, we believe the future of franchising will be shaped by three big shifts:
- Flexible formats will outperform fixed formats. Modular design, mobile ordering, and cross-functional equipment will allow brands to go where the traffic is, not wait for it to come to them. Diversify your store model portfolio to allow for flexibility.
- Visibility will drive value. Airports, arenas, and other non-traditional venues aren’t just high-traffic, they’re high-awareness. Lean on data to make smart decisions in where you develop to strategically complement your traditional growth.
- Smarter Operators will Demand Smarter Models: As operators become more sophisticated, they’re prioritizing formats that deliver strong returns, backed by the systems and support of their franchisor. GoTo Foods’ platform company model is purpose-built for today’s franchisee, powered by enterprise engines that span technology, supply chain, revenue management, marketing, culinary innovation and development, creating operational efficiency, demand generation and scalable growth across all seven brands.
At Auntie Anne’s, we’re proud of our non-traditional legacy, but we’re even more focused on what’s next. Auntie Anne’s is redefining growth for the modern, mobile-minded consumer by prioritizing high-visibility, high-velocity formats that meet guests wherever they are. By investing in flexible formats, co-branding innovation and platform company-powered execution, we’re helping our franchisees scale smarter – and building the blueprint for the future of franchising.