Here’s a breakdown of the key takeaways from the provided text, focusing on Auntie Anne’s strategy with airport locations and their broader growth plans:
Airport Locations: A Key Driver of Sales
High sales Volume: airport locations generate considerably higher sales – around $1.8 million annually – more than double that of mall locations.
demand & streamlined Operations: The main challenge is keeping up with high demand, but Auntie Anne’s is designed for efficient, fast service. Thay focus on high “throughput” (serving many customers quickly). sensory Marketing (The Smell): Auntie Anne’s intentionally leverages the aroma of their pretzels too attract customers – the smell permeates the gates and acts as a powerful impulse driver.
Ideal Model: Airports are “perfectly suited” for their high-volume, fast-paced model.
Location & Operator Importance: Success requires both a prime location and a strong franchisee with good relationships with the airport authority.
Permitting & Construction: permitting can be lengthy, but construction is typically faster than traditional restaurant builds. Auntie Anne’s provides support to franchisees during this process.
brand Awareness: Even if passengers don’t buy, exposure to the brand in airports increases overall awareness.
Broader Growth Strategy
Streetside Focus: The majority of Auntie Anne’s growth in the next decade will be in traditional streetside restaurant locations.
Captive Audiences Still Vital: While streetside is the focus,captive audience locations (like airports) will continue to be a part of their strategy due to the marketing benefits and high sales.
Synergy: Airport presence supports sales at streetside locations by increasing brand recognition.In essence, Auntie anne’s sees airports as highly profitable, strategically valuable locations that also contribute to the overall success of the brand by building awareness for their streetside restaurants.
