For decades, Auntie Anne’s has been the go-to snack stop for mall shoppers, its buttery pretzels becoming synonymous with retail browsing breaks. But as traditional shopping malls face a slowdown in new development, the brand is pivoting to a new frontier of growth: airports.
At the end of 2024, Auntie Anne’s operated around 526 mall locations and 105 outlet center stores. But in the high-traffic, high-volume environment of U.S. airports, the company sees fresh opportunity. With 50 airport locations already open by July 2025, and more on the way, the chain’s strategy is taking flight.
Why Airports Work Better Than Malls
Unlike stadiums or ballparks that depend on scheduled events, airports offer a 365-day, year-round customer base. Travelers are always on the move, and hungry passengers are constantly seeking quick, familiar, and comforting food.
“The difference with airports is simple — the volume never stops,” said Bobby Morena, chief development officer at GoTo Foods. “You’ve got millions of people moving through every year, and that means opportunity every single day.”
Take Dallas Fort Worth International Airport as an example: 87.8 million passengers passed through in the last year. Auntie Anne’s already operates five stores there, with franchisee Randy Labosco expanding to two more — soon securing a pretzel presence in every terminal.
Big Sales, Big Smells
The payoff? Airport Auntie Anne’s locations average $1.8 million in annual sales, more than double the volume of their mall counterparts, according to the brand’s franchise disclosure document.
But with bigger business comes new challenges. “The main issue isn’t finding customers — it’s keeping up with demand,” Morena explained. “Luckily, our operations are simple and built to serve a lot of people in very little time.”
One key element of their airport success is also delightfully old-fashioned: the smell. Auntie Anne’s famously relies on the irresistible aroma of fresh, buttery pretzels to draw customers from surrounding gates. The scent, drifting across waiting areas, acts as built-in marketing.
Beyond Captive Venues
As malls decline and outlets plateau, airports represent a strategic growth engine for Auntie Anne’s, connecting the brand with entirely new consumers. What was once a mall-only indulgence is now becoming a travel ritual for passengers racing between gates.
With millions of hungry travelers and a model built for speed, Auntie Anne’s may have found its perfect runway for expansion.
