Auntie Anne’s Operational Strategy: Leveraging Airport Locations for Growth
Explore how Auntie Anne’s is strategically expanding by focusing on airport locations to overcome mall challenges and drive brand growth.
High-Volume Airport Strategy
Auntie Anne’s, a renowned name in mall snacking, is strategically shifting its focus towards high-volume airport locations as malls face development challenges. With over 50 airport locations and significant room for growth, the chain aims to leverage the continuous 365-day traffic flow that airports offer, unlike venues like ballparks or concert arenas that are event-driven.
Operational Efficiency
The operational landscape in airports presents unique challenges and opportunities for Auntie Anne’s. The chain’s concept is tailor-made for streamlined operations to meet high demand efficiently. By ensuring product availability and quick service, Auntie Anne’s can cater to large crowds within tight timeframes, boasting an average sales volume at airport locations of over $1.8 million.
Sensory Marketing in Airports
One key aspect of Auntie Anne’s strategy in airports is the olfactory marketing approach. The distinctive aroma of freshly baked pretzels enables the chain to engage consumers on impulse, enticing them to visit by triggering their senses. This immersive experience enhances brand recognition and drives foot traffic to Auntie Anne’s locations within airports.
Airport Location Challenges
Navigating the intricacies of airport locations involves overcoming permitting delays and building strong partnerships with airport authorities. Choosing the right franchisees with airport connections is crucial for successful development. Despite these challenges, the rapid construction pace and heightened brand visibility make airport locations rewarding for growth and market penetration.
Brand Expansion and Co-branding
While airport expansion is significant for Auntie Anne’s, the chain’s growth strategy also includes a focus on streetside locations. Leveraging brand loyalty gained from captive audience venues, Auntie Anne’s will drive expansion into new markets. Additionally, modernizing store designs and exploring co-branding opportunities with Cinnabon will further enhance consumer appeal and market reach.
