Auntie Anne’s rolls out new store design to attract younger consumers

The new design features a new pretzel logo, dropping the brand’s long-time halo.

Auntie Anne’s has unveiled a new store design aimed at attracting Gen Z and Millennials.

The redesign features a simplified layout, bold signage, and updated branding elements, including a new pretzel logo that drops the brand’s long-time halo.

“Our bold new look, featuring vibrant blues, playful twists, and a sleek logo, signifies a major evolution in our visual identity, ensuring we remain culturally relevant and enticing to our target Gen Z and Millennial demographics,” said Michael Freeman, President of Brands, GoTo Foods.

“This modernised design is a reflection of how we’re evolving to meet our guests wherever they are, whilst offering franchisees the flexibility, scalability, and operational efficiency they need to be successful,” he added.

Over 150 store remodels are scheduled for this year, with visual updates already underway. 

To encourage expansion, the brand is offering limited-time incentives for franchisees who sign new co-branding agreements before 15 December 2025.