GoTo Foods is actively spearheading a significant modernization effort across its portfolio of beloved quick-service brands, with Auntie Anne’s and Jamba leading the charge. This strategic initiative, encompassing new store prototypes and operational enhancements, aims to solidify the brands’ market relevance, elevate the customer experience, and drive franchise growth in an increasingly dynamic retail landscape. The "Hello Sunshine" prototype, unveiled at Jamba, and the updated Auntie Anne’s store design represent the culmination of extensive research and development, signaling a renewed focus on convenience, technology integration, and operational efficiency.
The revitalization efforts have been in motion for some time, building momentum towards the public debuts of the new concepts. The "Hello Sunshine" prototype at Jamba made its debut approximately one year ago, while the contemporary Auntie Anne’s store design was introduced slightly less than that. However, the underlying strategic shifts and behind-the-scenes preparations have been a longer-term endeavor for GoTo Foods. Mike Freeman, EVP of Brands at GoTo Foods, emphasized the critical importance of maintaining brand relevance for both Auntie Anne’s and Jamba, citing their established and loyal customer bases. "They had such a great following that we felt like containing relevance and modernization is such an important factor for both of these brands going forward," Freeman stated. "We just wanted to prioritize them in the marketplace." This prioritization reflects a broader industry trend where established brands are investing heavily in adapting to evolving consumer preferences and technological advancements.
Auntie Anne’s: Embracing Convenience and Operational Agility
For Auntie Anne’s, a cornerstone of the modernization strategy lies in its tiered remodeling approach. This flexible framework allows franchisees to implement changes incrementally, addressing key areas such as point-of-sale (POS) systems, the integration of self-service kiosks, and the expansion of beverage offerings. This phased approach acknowledges the diverse operational and financial capacities of individual franchise owners, fostering widespread adoption of critical upgrades without imposing an immediate, overwhelming burden.
A key feature of the updated Auntie Anne’s prototype is the dedicated mobile pickup area. This strategic inclusion directly addresses the growing consumer demand for off-premises ordering and pickup. "We wanted to lean into more of the convenience than we had in the past," Freeman elaborated, highlighting a company-wide objective to enhance customer accessibility and speed.
This focus on convenience is not merely anecdotal but is supported by compelling data. In 2025, GoTo Foods observed that over 60% of first-time guests engaged with its brands through digital channels. This statistic underscores the imperative for brands to seamlessly integrate digital ordering and pickup solutions into their physical store footprints. The dedicated pickup zone at Auntie Anne’s is designed to streamline operations for both delivery drivers and customers opting for mobile orders or catering services. "Making sure we have dedicated real estate provided for pickup and action for delivery drivers or catering events was super important for that remodel," Freeman explained. "Even for mall employees or just foot traffic, people are on the go, and what they want to be able to do is pick up and go at their convenience and interact with a brand how they want to interact with them." This sentiment reflects a broader shift in consumer behavior, where immediacy and ease of access are paramount.
Beyond customer-facing enhancements, Auntie Anne’s has also implemented significant upgrades within its kitchens. The introduction of a "preferred oven package" marks the first major oven innovation for the brand since the 1980s. This advanced technology is designed to deliver a more consistent and higher-quality product, characterized by more even and faster baking times. "We now have a preferred oven package that will literally provide a consumer a much more consistent approach to the experience, more even baking, faster baking," Freeman stated. "So we’re literally making our pretzels in half the time we were previously."
The impact of this new oven technology is already being felt in operational efficiency. Currently deployed in 25 locations, early testing indicates a substantial improvement in service speed and operational simplicity. This enhanced throughput not only benefits the customer experience but also opens avenues for future menu innovation by freeing up kitchen resources and reducing production bottlenecks. The long-term implications of this technological leap could extend to greater product consistency across all Auntie Anne’s locations, further solidifying brand trust and customer satisfaction.
The financial and experiential benefits of these remodels are becoming increasingly evident. Fully remodeled Auntie Anne’s locations are consistently outperforming the system in terms of sales. A significant majority of these updated stores are reporting double-digit sales growth year-over-year, with a notable increase in off-premises sales. Furthermore, guest satisfaction scores have shown a marked improvement in these modernized locations, indicating that the investment in design and technology is translating into tangible positive outcomes for both franchisees and customers.
Jamba: The "Hello Sunshine" Vision for Enhanced Experience and Growth
At Jamba, the "Hello Sunshine" prototype represents a holistic approach to brand modernization, focusing on integrating technology and optimizing the customer journey. The design emphasizes user-friendly kiosks, dynamic digital marketing screens, and a more intuitive store layout that incorporates dedicated grab-and-go areas and streamlined pickup zones. This design philosophy is geared towards creating a more engaging and efficient in-store experience, catering to customers seeking quick and healthy options.
Freeman articulated the overarching goals of the Jamba brand refresh: "The brand refresh was really about market accessibility, franchising, and consumer advantage, and understanding how modernization could impact that brand from both a unit level economics perspective and a customer experience standpoint." This multi-faceted approach aims to enhance the profitability of individual locations while simultaneously elevating the perception and appeal of the Jamba brand to a wider audience.
In line with the modernization, Jamba has also undertaken a strategic menu expansion. The introduction of items like bowls offers a more comprehensive meal experience, moving beyond traditional smoothies. "It’s giving us latitude to provide more of those center-of-the-plate experiences for our guests going forward," Freeman noted. This expansion into more substantial meal options diversifies Jamba’s appeal and caters to a broader range of consumer needs throughout the day.
The impact of these strategic adjustments is reflected in Jamba’s recent performance metrics. Following menu and value resets, the brand has experienced a notable increase in traffic, climbing by eight percentage points. Concurrently, customer perception of value has risen by six points, indicating that Jamba is successfully communicating its offerings and pricing effectively to its target demographic. The emphasis on operational excellence and throughput within the prototype refresh is directly contributing to improved unit-level economics for franchisees, primarily through labor optimization.
A significant advantage of the "Hello Sunshine" prototype is its cost-effectiveness. The company reports that the new design can reduce build-out costs by approximately 25%. This reduction in capital expenditure can make franchise opportunities more accessible and appealing, potentially accelerating the brand’s expansion plans. This economic benefit, coupled with enhanced operational efficiency and a more attractive customer experience, positions Jamba for sustained growth.
A Portfolio Approach to Modernization
The successful implementation of these modernization initiatives at Auntie Anne’s and Jamba provides a valuable blueprint for GoTo Foods’ broader portfolio. The company is already looking ahead, with the rebrand of Schlotzsky’s Deli on the horizon. GoTo Foods intends to leverage the learnings and best practices derived from the Auntie Anne’s and Jamba transformations to inform future brand revitalization projects.
"We’re thinking through labor optimization, things that provide a better customer experience, and not just changing color schemes," Freeman stated, emphasizing a commitment to substantive, impact-driven changes rather than superficial cosmetic updates. This strategic, data-driven approach ensures that investments in modernization are aligned with long-term business objectives and evolving consumer expectations. The overarching goal is to create a synergistic effect across the GoTo Foods family of brands, where each brand benefits from shared insights and a unified vision for innovation and customer engagement. The continued evolution of these brands signals a strong commitment from GoTo Foods to invest in their future and adapt to the ever-changing landscape of the quick-service industry.