Dive Brief

A bolder color palette and new logo are meant to attract Gen Z and millennials, while other elements will improve operations and support long-term growth.

Published June 9, 2025

Dive Insight:

Auntie Anne’s new design includes a refreshed color palette, updated material, new signage and logo and a “Now Rolling” sign to highlight employees making the pretzels. Merchandise displays and frozen beverage machines are also more clearly visible. 

Operational updates include smart digital menu layouts, defined queuing paths and a mobile pickup area. The redesign uses durable materials and modular construction to lower buildout costs.

In addition to the redesign, Auntie Anne’s also introduced a limited time streetside development incentive for franchisees that sign new co-branding franchise agreements by Dec. 15. That incentive includes reduced franchise, royalty and ad fees.

Co-branding has been a key strategy for not just Auntie Anne’s, but across its sister brands under GoTo Foods. Auntie Anne’s rolled out its first co-branded drive-thru with Jamba in 2021 and GoTo Foods opened its first Cinnabon Swirl dual-branded location with Cinnabon and Carvel earlier this year. 

“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,” Michael Freeman, GoTo Foods president of brands, said in a statement. 

Auntie Anne’s has over 2,000 locations across 49 states and 25 countries and territories as of March 30, according to the press release. Stores are located in malls, outlet centers, universities, airports, Walmarts, travel plazas, military bases and food trucks.