GoTo Foods eyes 400 franchise stores in Asia

The company seeks to expand its franchise in India, Australia, and Southeast Asia.

GoTo Foods, the US-based multi-brand operator behind Cinnabon, Auntie Anne’s, and Jamba, is in talks to bring on board at least 10 more franchisees who will open as many as 400 branches in Asia this year.

"Asia remains a tremendous growth region for us," Steven Yang, senior vice president and managing director for the Asia-Pacific region at GoTo Foods, told QSR Media. “We're still negotiating, but that could be anywhere from 200 to 400 store commitments.”

With more than 7,000 stores worldwide, franchising remains central to the company’s expansion strategy, particularly in high-growth markets like India, Australia, and Southeast Asia, he said via Zoom.

GoTo Foods, formerly known as Focus Brands, rebranded in February 2024 as part of its multi-unit franchise growth push and its transition into a platform company. The company signed 1,177 franchise deals last year—578 in the US and 599 for the rest of the world.

Beyond franchising, GoTo Foods is capitalising on its multi-brand portfolio through cross-promotions and co-branded stores, which help introduce consumers to multiple brands under one roof.  

“This year, you’ll soon start seeing a lot more Cinnabon and Carvel crossovers,” Yang said. 

“We hadn’t expanded it internationally, but that’s changing,” he said, referring to Carvel, a 90-year-old US brand known for its signature soft-serve ice cream. “Franchisees from Australia, Singapore, India, and even Japan are now introducing Carvel to their markets.”

“You’ll see this brand collaborating and integrating with our other brands more frequently,” he added.

In 2024, GoTo Foods signed 353 co-brand deals across 173 locations in 24 US states.

As consumer habits evolve, the company is innovating to make its snack-oriented brands more meal-friendly.

“We focus on expanding into different day parts and dining occasions, creating new growth opportunities,” Yang said. "How do you sell Cinnabon at noon? Create products like ham and cheese Cinnabons that become lunch options.”

Product adaptations, such as Cinnabon’s ham-and-cheese rolls and Auntie Anne’s pretzel pizzas, have proven to be successful meal replacements in key Asian markets.  

“In the Philippines, our pretzel pizzas are performing exceptionally well,” he said. “They’re delicious and have successfully transitioned from an afternoon snack to a popular lunch option.”