LANCASTER, Pa. — Two years ago, franchisee Lisa Fullerton was looking for a way to drive sales to her Auntie Anne's store in the Prime Outlets at San Marcos, Texas, while keeping costs low and environmental awareness high. After doing some research, Fullerton decided to invest in an electric car — and drive sales, she did.
Fullerton, a Texas State University alumna, utilized her connection with the university to contact the school's American Marketing Association student chapter. In the first months of getting the portable pretzel project off the ground, AMA student members drove the efficient vehicle around the Outlets making deliveries and offering samples.
The Auntie Anne's-branded electric car now makes pretzel stops during weekdays and weekends at six of the busiest locations at the expansive outlet center. A mini-menu is posted in the car's window and offers fresh pretzels, pretzel dogs, pretzel stix, dips, lemonade, soda, and water.
Store employees and shoppers enjoy the visual interest provided by the car and the fresh product from Auntie Anne's. "I've never seen a person who didn't smile when they saw it," Fullerton said.
Fullerton said she enjoys the clean air effect as well as the opportunity to market in a new way. She also suspects that the car is a strong contributing factor to her 40 percent increase in sales this year.
Fullerton began her partnership with Auntie Anne's by working for a local Austin franchisee before investing in her first store in 2000. After success with that San Antonio location, Fullerton opened her second store venue two years later in a nearby mall. In 2006, she opened her third location, the Auntie Anne's at Prime Outlets.
Auntie Anne's is a Pennsylvania-based franchisor that supports more than 1,000 Auntie Anne's Pretzel locations worldwide. The concept mixes, twists and bakes pretzels to golden brown in full view of customers.
