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Focus Brands is trying to bring more collaboration to their seven brands as part of a consumer engagement strategy. On September 3, the company announced the unification of their seven brands into two groups: specialty brands (including the “mall” brands like Auntie Anne’s, Jamba, Cinnabon and Carvel) and restaurant brands (including the company’s sandwich and fast-casual brands, McAlister’s Deli, Moe’s Southwest Grill, Schlotzsky’s), along with new presidents for both groups.
But that isn’t the only strategy Focus is implementing to organize and cross-promote their brands. Chief commercial officer Dan Gertsacov sees plenty of opportunity to have these seven brands collaborate and play off of each other, like the newly announced “Mix it Up” Focus Brands gift cards which can be cashed in at any of the seven brands.
There are plenty of other ways that the focus Brands have been working together more often recently.
“We have some Cinnabons operating within a Scholotzsy’s and we have also worked with some of our storefronts like Jamba would be partnering with Auntie Anne’s and Cinnabon,” Gertsacov said. “We find that these cross-brand or tri-brand concepts are great not only for college campuses but also for off-premise when people want to have multiple things they can order from.”
From a franchisee perspective, having multiple brands in one storefront is beneficial too.
Learn more about Focus Brands collaboration in the podcast below.
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