While much of the UK high street faces continued economic headwinds, one brand is rewriting the retail story. Auntie Anne’s, the iconic hand-rolled soft pretzel brand known for its freshly baked pretzels, has delivered impressive growth in the UK and Ireland and shows no signs of slowing down.
In 2024, the brand opened eight new stores, ending the year with 41 locations nationwide. It also achieved over 10 per cent year-on-year like-for-like sales growth and launched its first railway hub at Brighton Station.
That momentum has continued into 2025. The brand now operates 44 stores and has several new locations in progress, Auntie Anne’s is on track to hit 50 UK stores by the end of 2025, cementing its status as one of the fastest-growing food franchises in the country.
“We’re not just weathering the storm, we’re growing through it,” said Max Burton, Managing Director of Auntie Anne’s UK and Ireland. “In a challenging retail climate, we’re entering a transformational chapter for the brand. Whether it’s new formats, exciting partnerships or franchisee success, every part of the business is focused on growth. We’re proud to be building something special, and the market response continues to exceed expectations.”
Auntie Anne’s growth is being driven by a mix of smart strategy and innovation. Recent launches include its first-ever shipping container store at Cheshire Oaks Designer Outlet, a dynamic new format designed for flexibility and high-footfall environments, as well as openings in Swindon Designer Outlet and Crawley County Mall. The brand also introduced the highly successful limited-edition menu item, ‘Biscoff Nuggets’, created in partnership with the iconic Biscoff brand, which has sparked nationwide buzz and been embraced by fans across the UK.
Backed by master franchisor Freshly Baked Ltd and global parent GoTo Foods, which oversees several leading food brands, Auntie Anne’s is not just focusing on short-term wins, it’s playing the long game with a bold and ambitious growth strategy. The brand aims to double its UK footprint, targeting 100 stores by 2030, a milestone that would firmly establish Auntie Anne’s as a leading player in the UK’s fast-growing grab-and-go food sector.
Typical UK franchisees achieve EBITDA margins of 10 to 20 per cent and gross margins of 75 to 80 per cent – Auntie Anne’s often exceeding these margins. Backed by global brand strength with more than 1,900 stores in over 25 countries, Auntie Anne’s provides full support, from site selection and build to training and marketing, all handled by an experienced in-house team. The brand’s flexible formats include full stores, kiosks, cafés and container units.
With an iconic product, innovative formats and a proven franchise model, Auntie Anne’s offers a unique opportunity for entrepreneurs looking to build a thriving business.
