Auntie Anne’s is targeting 100 new stores in the UK and Ireland within the next decade after enjoying a record year of growth.
The soft pretzel specialist is opening its 41st UK store this week in The Square Camberley shopping centre in northwest Surrey. The new outlet is the eighth addition to the brand’s nationwide estate in 2024 and joins other recent openings including in Basingstoke and Guildford.
Auntie Anne’s also launched its first site in a railway travel hub this year, at Brighton Station, a move which the company said reaffirmed its commitment to “being where customers need them most”. Meanwhile, several of its locations – such as the Regent Arcade store in Cheltenham – were marking their 20th anniversary of operations in 2024.
The brand reported growing demand for its freshly baked, handcrafted pretzels, reflected in year-on-year like-for-like sales trending upwards by more than 10%. Other bakery items on Auntie Anne’s menus include ‘pretzel dogs’ (pastry-wrapped sausages), pizza, and a few different savoury breakfast buns.
“We are extremely proud to be in a phase of incredible growth with a vibrant updated look, world-class marketing campaigns, and a strategy to open 100 new stores by 2034,” commented Max Burton, managing director of Auntie Anne’s UK & Ireland.
“Our sales continue to rise annually, reflecting growing demand and love for our product. This exciting journey is an opportunity to introduce more people to the experience of an Auntie Anne’s pretzel – handcrafted and freshly baked, using only high-quality, natural ingredients, with a commitment to exceptional taste.”
Momentum is set to continue well into 2025, with further Auntie Anne’s store openings planned as part of a 10-year agreement with master franchisor Freshly Baked Ltd and GoTo Foods.
The company is also investing in store remodels, as seen at its Brent Cross location, to align with a new branding update rolled out internationally this year. Featuring a new logo, uniforms, menu, and store design, the update reflects a commitment to delivering a modern and engaging customer experience while staying true to core values of quality and authenticity, said the brand.
Founded by Anne F. Beiler and her husband Jonas at a Pennsylvania farmer’s market in 1988, Auntie Anne’s has grown into the world’s largest hand-rolled soft pretzel franchise with over 2,000 locations in more than 25 countries.
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