News

Auntie Anne's expands nontraditional portfolio

March 24, 2014

Auntie Anne's is continuing its growth in nontraditional venues with the grand opening of a new location at the Maryland House Travel Plaza along I-95 in Hartford County, Md.

According to a news release, the opening marks Auntie Anne's first store with partner Areas USA. The team anticipates two more openings in 2014.

"As we execute our strategic growth plans for nontraditional venues, we look forward to developing relationships with our partners, including Areas USA. Partnerships like these are invaluable as they allow our brand to continue penetrating into new venues," said Brian Boycan, VP of Non-Traditional Development for Auntie Anne's.

As part of its nontraditional expansion strategy, Auntie Anne's can now be found in entertainment centers, amusement parks, casinos, stadiums, military bases, colleges and universities, retailers and transportation sites such as airports, train stations and travel plazas.

In 2013, Auntie Anne's opened 53 nontraditional locations, including its first three amusement park locations. The soft pretzel company is projecting to open more than 67 nontraditional locations in the first half of this year.