Social listening demonstrated that the brand is dying alongside shopping malls. Store visits and employee interviews uncovered a way for Auntie Anne's to transition to brick-and-mortar locations.
Bring an at-risk retail brand back to life.
Everyone loves hot pretzels, but the best hot pretzel around is served in shopping malls. And it's no secret that malls are dying.
In order to save the brand from dying alongside malls, Auntie Anne's needs to transition to brick and mortar stores. To do that, they'll need to create an experience that pushes the brand beyond "just a mall pretzel."
There's hidden craft in every pretzel. People don't know that it takes employees months to perfect the pretzel twist. Or that all the pretzels are replaced every 30 minutes to ensure quality. Auntie Anne's takes pretzels seriously - but has yet to voice their obsession.
Unleash the craft potential hidden inside Auntie Anne's.
Craft cravers. They frequent local breweries and donut shops. They like feeling like their palette has been considered and love knowing every little detail has been thought out. They crave an environment that is out of the norm and want a place to explore new flavors. They'd gravitate towards an experience designed around their desires.
Branding: We created a sub-brand called The Knot Shop to build upon the Auntie Anne's name.
Store Layout: Designed to highlight the attention that goes into each and every pretzel. When customers walk in, they'll pass the manifesto and menu to get to the register. After ordering, they'll take a table marker that a food runner will use to identify their order. In the middle, the pretzel maker is front and center - finally showing off the craft of pretzel making that was hidden before.
Dip Flight with Giant Pretzel:
Out of Home: Smell Truck
Serves no food, only glorious, buttery smells
Out of Home: Store Announcement
I got by with a little help from my friends:
KP Thomas (CBM), Lynn Nakamura (AD), Brendan Howard (CW), Cody Eanes (XD)