Auntie Anne's has unveiled a playfully bold new store design that invites guests to "twist up your day." With a focus on attracting Gen Z and millennials, the refreshed design enhances curb appeal and reflects a renewed commitment to innovation and cultural relevance.
Featuring a sleek, modular layout, dynamic signage and thoughtful brand details, the new design is deliberately crafted to cut through the visual clutter of today's retail environments. It features eye-catching materials, signature blue accents and fresh textures — infused with unique design elements such as the "naturally knotty" wall graphic and the twisted mural design, evoking the visual of Auntie Anne's iconic knotted and twisted pretzels.
The new identity, headlined by a sleeker pretzel logo, replaces the long-standing halo with a more contemporary look that aligns with the brand's fresh personality and evolving tone.
With visual remodels underway, and over 150 remodels scheduled for this year, the updated design embraces a flexible, future-ready layout that enhances every touchpoint of the guest journey. Key elements include:
- Updated central fixtures such as dynamic wall graphics and a versatile rolling counter. Additionally, a signature "twist" mural and "Now Rolling" sign reinforce the hand-crafted freshness.
- Thoughtfully positioned merchandise displays, frozen beverage machines and a clear view into the kitchen create a sense of transparency and excitement. Guests can watch the rolling process in real time.
- A prioritization of operational ease with smart digital menu layouts, clearly defined queuing paths and a dedicated mobile order pickup area.
- Durable materials and modular construction keep buildout costs low while ensuring long-term quality. Designed for inline, streetside and non-traditional spaces, the new design offers scalable options that reduce investment and speed up market entry.
- Streamline equipment recommendations and vendor relationships that support consistency and operational efficiency across locations.
"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," says Michael Freeman, president of brands, GoTo Foods. "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."
