Auntie Anne’s: Freshly Baked Franchise

How does a 30-year-old brand "twist" innovation into the mix? For Auntie Anne’s, it is staying true to its non-traditional roots.

From humble beginnings in a Pennsylvania Farmer's Market, the brand has grown to more than 1,300 locations saturated in malls, airports and universities in the United States. The company is mixing things up — heading to the streets, with food trucks and street side locations – including a co-branded street side unit in the Bronx with Cinnabon. Auntie Anne’s has several stand-alone locations, including one in Times Square, and is building off-premise revenue streams to bring pretzels to the people.

In this MRM Profile,  we met with Auntie Anne’s President Heather Neary at the company's location within Macy's flagship store in Manhattan to discuss the brand's future plans for catering, franchising and more. She even twists some pretzels!