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Auntie Anne's has expanded its non-traditional venue lineup to include military bases with the opening of a location at Fort Bliss in El Paso, Texas. The new unit, which opened in mid-April at Freedom Crossing, marks a milestone for the company whose growth plans include a focus on supplementary non-traditional venues.
The new location is independently owned and operated by franchise partner Milap Maniar.
Recognizing an opportunity to further expand the brand outside of its traditional shopping mall footprint, Auntie Anne's can now be found in entertainment centers, colleges and universities, large retailers, airports, train stations and travel plazas. In 2011, the company opened 17 locations in non-traditional venues with 46 more under development this year.
"As our brand continues to evolve, we have been proactive in seeking out unique, high-traffic areas and being flexible and innovative with our store designs," said Brian Boycan, director of Strategic Development for Auntie Anne's. "We are proud to begin serving military families in this capacity, and we believe military bases are a growth avenue for our brand."
Auntie Anne's typical store layouts include in-line stores, baking kiosks and satellite retail units, but are flexible when considering features such as available square footage, typical foot traffic, build out cost and access to capital.
In November 2010, Auntie Anne's was acquired by Focus Brands Inc., franchisor and operator of more than 2,200 Carvel, Cinnabon, Schlotzsky's, and Moe's Southwest Grill locations.
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