LAST UPDATED:  January 2026 FRANCHISE WEBSITE:  https://development.gotofoods.com/auntie-annes/   NUMBER OF LOCATIONS:  1,100+ REPORTED COST TO GET IN:  $156,175 - $638,300 REPORTED ROI (Item 19):  See below Auntie Anne’s is a hand-rolled soft pretzel and beverage concept known for its “aroma-forward” bakeries in malls, airports, outlet centers, travel hubs and streetside locations. Guests come for hot, freshly baked pretzels, nuggets, pretzel dogs and lemonade, plus shareable buckets and catering options, all backed by a rewards app that drives repeat visits and digital ordering. 1. What Is the Brand Overview for Auntie Anne's? About the Brand Auntie Anne’s got its start in 1988 when Anne Beiler bought a single stand in a Pennsylvania farmer’s market and began selling pretzels to help fund her husband’s vision to provide free family counseling in their community. Over time, “Auntie” Anne refined the recipe that became the signature soft pretzel and grew the business from that one stand into what is now the world’s largest soft-pretzel franchise, today franchised by Auntie Anne’s Franchisor SPV LLC, an indirect subsidiary of  GoTo Foods based in Atlanta, Georgia. Mission:  Auntie Anne’s exists to “prioritize people” by serving hot, freshly baked pretzels and refreshing drinks while giving back to local communities, reflecting Anne Beiler’s original purpose-driven vision. Vision:  The brand aims to remain the global leader in soft pretzels by meeting guests wherever they are — malls, airports, campuses, travel plazas and streetside — through flexible formats, co-branding and ongoing menu and technology innovation. Unique Selling Points (USPs) Fresh, Hand-Rolled Pretzels:  Dough is made and rolled in-store, so guests see and smell product being made throughout the day.  Simple, Craveable Menu:  Core offerings (original and flavored pretzels, nuggets, pretzel dogs and dips) are easy to understand and share, including family-size buckets.  Iconic Lemonade and Beverages:  Fresh-squeezed lemonade, specialty drinks and seasonal flavors complement the warm pretzels and support snacking “all day.”  Rewards and Mobile Ordering:  The Auntie Anne’s Rewards app offers points, birthday treats and limited-time offers, and supports digital and delivery orders.  Delivery and Catering: Many locations integrate with major delivery platforms and offer pretzel buckets, party trays and catering options for events and offices.  Presence in Travel and Destination Hubs: Airport, stadium, amusement park and travel-center locations make it an easy, portable snack for guests “on the move.”  2. What Are the Franchise Opportunity Details? Why Franchise With Auntie Anne's? Established, Purpose-Driven Brand:  Nearly four decades of history and strong consumer awareness as “the” soft pretzel brand, backed by GoTo Foods’ multi-brand platform.  Flexible Footprint Options:  Inline/mall shops, kiosks, streetside, nontraditional venues (airports, campuses, travel centers, stadiums) and co-branding with sister brands like Cinnabon and Jamba.  Platform-Level Support:  Access to GoTo Foods’ shared resources in real estate, construction, operations, training, marketing and supply chain.  Nontraditional and Co-Brand Growth Strategy: Strong push into airports and co-branded units, which can capture higher sales per square foot in high-visibility environments.  Robust Supply Chain:  Purchasing power across all 50 states and at least 25 countries helps stabilize product quality and pricing.  Franchisor Experience:  Franchising since 1991 with detailed playbooks, analytics and field support for both new and multi-unit operators.  Available Territories In the U.S., Auntie Anne’s continues to infill malls and outlets while prioritizing nontraditional and streetside opportunities in high-traffic trade areas. The  GoTo Foods development site includes a U.S. map showing current Auntie Anne’s states and whitespace for expansion.  Investment Overview Initial Costs:  The estimated initial investment required to begin operation of a traditional Auntie Anne's franchise ranges from $156,175 to $638,300. The 2025 Franchise Disclosure Document (FDD) breaks these costs down as follows: Type of Expenditure Min Max Initial Franchise Fee $35,500 $35,500 Construction & Buildout Costs $27,000 $260,000 Permitting $450 $8,300 Equipment Package $25,000 $65,000 Millwork $5,000 $28,000 Furniture $0 $2,500 Menu Board, Graphics & Interior Signage $250 $23,000 Exterior Signage $3,000 $8,300 Computer System $10,500 $32,000 Smallwares $1,000 $8,000 Architect/Engineer $2,000 $20,000 Rent $2,000 $10,000 Grand Opening Marketing $3,000 $7,500 Legal & Accounting Fees $5,000 $10,000 Insurance $1,575 $8,200 Misc. Opening Costs/Office Supplies $13,000 $25,000 Security Deposits $0 $15,000 Management Training Program Fee $0 $3,000 Travel & Living Expenses During Training $3,600 $5,700 On-Site Training Fee $0 $5,300 Opening Inventory $3,300 $4,000 Additional Funds (3 Months) $15,000 $54,000 Initial Franchise Fee:  When signing a Franchise Agreement, franchisees must pay an initial franchise fee of $35,500 for a full shop. For qualifying veterans or members of the Armed Forces, the franchise fee is $20,000.  Ongoing Fees:  According to the 2025 FDD, Auntie Anne's franchisees are responsible for the following ongoing payments and fees: Type of Fee Amount Royalty 7% of net sales/week Local Marketing Obligation Each calendar quarter, franchisees must spend not less than 1% of net sales on local market advertising ROI Potential: Auntie Anne’s 2025 FDD includes net sales for the enclosed mall franchises, outlet center franchises, airport franchises and Cinnabon co-branded franchises that were operational for the entirety of FY 2024: Franchise Type Average Median High Low Enclosed Mall (498) $762,534 $712,668 $2,982,611 $25,133 Outlet Center (95) $922,671 $892,254 $2,618,132 $218,095 Airport (36) $1,816,883 $1,769,075 $4,075,095 $407,113 Cinnabon Co-Branded (60) $1,200,635 $1,168,931 $3,027,140 $225,363 3. What Franchisee Support Does Auntie Anne's Provide? Pre-Opening Support Auntie Anne’s and GoTo Foods provide pre-opening support that typically includes real estate guidance (site criteria, lease negotiation input and landlord relations), prototype and layout guidance for the chosen format, and construction assistance via standard plans and vendor relationships. Development teams help coordinate timelines from franchise agreement signing through buildout and opening, including design approvals and equipment specifications. Training Programs Franchisees and key managers are enrolled in a structured training program that blends classroom instruction with hands-on shop experience. Training covers pretzel preparation, food safety, guest service, labor management, inventory control and use of the POS and reporting tools. Certified trainers often provide on-site assistance for the opening period to help ensure operational readiness and to coach teams on throughput, product quality and guest experience. Operational Support Once open, franchisees typically receive ongoing support from field business consultants who review performance metrics, coach on operations and help implement best practices. Corporate marketing teams provide national campaigns, promotional calendars, creative assets and local store marketing toolkits. The broader GoTo Foods platform adds additional expertise in menu strategy, pricing, analytics and limited-time offers, along with innovation in co-branding and nontraditional formats. Technology and Tools Auntie Anne’s leverages shared GoTo Foods technology, including POS systems and reporting platforms, loyalty and rewards integration, online ordering and delivery integrations, and digital menu/ordering functionality tailored to captive-audience and streetside environments. Franchisees gain access to an owner portal and support resources, along with supply-chain tools that help streamline ordering and manage inventory across multiple locations or co-branded units. 4. What Are the Franchise Requirements for Auntie Anne's? Eligibility Criteria Liquid Assets:  $120,000 Net Worth:  $300,000 Beyond financial qualifications, Auntie Anne’s looks for franchisees with experience managing, operating or owning a restaurant, foodservice operation or franchise business; strong people-leadership skills; and an interest in community involvement and charitable partnerships. Operational Commitments Auntie Anne’s is designed as an active-management concept. Many franchisees operate as full-time, owner-operators, particularly for their first shop, while experienced multi-unit or multi-brand operators may oversee a portfolio with full-time, on-site managers running each location day-to-day. Given the high throughput and staffing demands in malls and airports, the brand does not position itself as a purely absentee investment; even semi-absentee owners are expected to stay closely engaged with hiring, training, quality and guest experience. Funding Assistance Auntie Anne’s does not typically offer in-house financing but, like many franchisors, may refer qualified candidates to preferred third-party lenders who are familiar with the brand and its FDD, and can help structure SBA or conventional loans. Some franchisees also work with landlords on tenant-improvement allowances to help offset buildout costs, especially in malls and airports. 5. Are There Franchisee Success Stories? Nearly 30 years ago,  Randy Labosco opened a single Auntie Anne’s in a Florida mall. Since then, he’s built an airport empire. Now known as the “Pretzel King of DFW,” Labosco runs seven Auntie Anne’s locations throughout Dallas Fort Worth International Airport — the world’s third-busiest airport — and he’s planning more. With additional Cinnabon and Jamba units on the horizon and a goal of reaching up to 15 total stores, he has become one of the most seasoned and successful nontraditional franchise operators in the U.S. You can read his story  here . 6. What Is the Market Potential for Pretzels? The global pretzel market was valued at about  $7.7 billion in 2023 and is expected to reach roughly $10.1 billion by 2032, a CAGR of around 3%. North America accounts for a significant share of pretzel consumption thanks to its strong snacking culture and demand for convenient, ready-to-eat foods. Competitor Analysis Auntie Anne’s competes directly with other pretzel and baked-snack concepts such as  Wetzel’s Pretzels, Ben’s Soft Pretzels and Pretzelmaker, as well as adjacent mall and airport snack brands like  Cinnabon ,  Dippin’ Dots and other grab-and-go  dessert concepts . Its competitive strengths include unmatched brand recognition in soft pretzels, an “aroma-forward” in-store experience, flexible footprints (from kiosks to airports to streetside), and the ability to co-brand with other GoTo Foods concepts to drive traffic and shared costs. 7. What Is the Application Process for Auntie Anne's Franchisees? Submit an Inquiry:   Complete the “Get More Info” or contact form on the Auntie Anne’s/GoTo Foods development site with your background, target market and basic financial information. Initial Conversation:  A franchise development representative schedules an introductory call to discuss your experience, market interest, financial qualifications and timing, and to answer high-level questions about the brand. Complete Full Application and Financial Review:  You’ll provide a more detailed application, financial documentation and, if applicable, multi-unit growth plans. The team evaluates your fit with Auntie Anne’s requirements and development priorities. FDD Review and Brand Diligence:  Qualified candidates receive the FDD and are encouraged to review it with legal and financial advisors, conduct calls with existing franchisees and explore available territories. Discovery/Brand Immersion: Many candidates participate in a discovery day or brand-immersion session (virtual or in-person) with members of the GoTo Foods leadership, operations and development teams to deepen understanding of expectations and support. Franchise Approval and Agreement Signing: Once both parties are aligned, you receive formal approval, sign the franchise agreement (and any area or co-branding schedules) and pay the initial franchise fee. Site search and development planning begin in earnest. Real Estate, Buildout and Training: You work with the development and real estate teams to secure a site, finalize design and start construction while you and your key managers complete required training. After a soft opening and marketing push, you hold a grand opening and transition into ongoing operations with support from your field consultant and GoTo Foods resources. Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our  Power Rankings to read more on brands making moves.  Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit  www.1851growthclub.com and start your journey. Disclaimer: This content is for information only. 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