Auntie Anne’s targets Australia’s transport hubs

The global pretzel brand is eyeing a five-store expansion in 12 months.

Auntie Anne’s is ramping up its Australian expansion by targeting high-traffic transport hubs and entertainment venues, after the launch of its first local branch at Westfield Parramatta—connected to Sydney’s fourth busiest train station.

A second outlet is set to open at the Queen Victoria Building, near Sydney’s Town Hall.

The brand is well-suited for busy urban locations because it targets on-the-go consumers, Yu-Jin Lee, principal director at Jay United Holdings, the master franchisee of Auntie Anne’s in Australia, told QSR Media.

Earlier this year, GoTo Foods—the parent company of Auntie Anne’s—announced a broader strategy to bring its compact urban store formats to nontraditional venues such as travel plazas and airports.

Australia has a strong sporting culture with many major tournaments, he pointed out. “We want to cater a product for events and sports arenas because it’s an ideal product for that segment of the market,” he said via Zoom.

Steven Yang, senior vice president and managing director for the Asia-Pacific region at GoTo Foods, said Australia has long been on their radar as a promising growth market. The group’s other brands, such as Cinnabon and Jamba, are present in the region under different operators.

Lee said there is untapped demand for a hot savoury snack brand that isn’t focused on sweetness or fried chicken—two dominant themes in the Australian snack segment.

Auntie Anne’s, founded in 1988 in a Pennsylvania farmers market, is known for its freshly baked, hand-rolled pretzels. For its Australian debut, the brand is launching with core menu items such as classic pretzels, pretzel dogs, and pretzel nuggets.

“That said, we’re already collecting customer feedback and evaluating local taste preferences,” Yang said in an emailed reply to questions. “As we grow, you can expect to see seasonal offerings, regional twists, and possibly even collaborations that resonate with Australian consumers whilst staying true to our brand DNA.”

Lee also hinted at potential collaborations with iconic Australian flavours and brands, including Tim Tams, Vegemite, and even a pretzel take on the traditional meat pie.

Auntie Anne’s plans to open in five locations over the next 12 months. The Parramatta outlet opened on 26 July, with a launch date for the Queen Victoria Building site still to be announced.