Auntie Anne’s, a constant presence at malls pretty much since malls were a constant presence, has been expanding its horizons. In addition to its ongoing existence at shopping centers, the international pretzel company is exploring catering, food trucks and delivery to be wherever the people are.
In terms of catering, that means relaunching a years-old program with new packaging and materials, and gigs at parties, weddings and showers.
“Twenty-five years ago, we’re not having this conversation,” Heather Neary, Auntie Anne’s president, told Nation’s Restaurant News. “Malls were doing great. But today’s we’ve got to be more creative.”
Never fear; there are still efforts to reach that mall traffic. “Shoptoberfest” gave customers who ordered through the Auntie Anne’s app a buy-one-get-one-free pretzel, and the company held a contest to choose the next pretzel flavor last summer. More than 1 million people voted in the Pretzel Nation Creation contest, and the winner, sriracha pretzels and pretzel nuggets, made their debut for a limited time in October.