Sponsored by Focus Brands
Consumers today are faced with a wide variety of restaurant and food choices every time they choose to dine out. From hundreds of restaurants options to snacking, smoothies, desserts and coffee, brands continue to innovate and find ways to tempt consumers’ taste buds. For some brands, that means developing fully integrated dual brand concepts with strong consumer appeal, new products and the opportunity for franchisees to optimize their revenue.
“Dual branding is an incredibly important part of our growth strategy at Focus Brands,” said Brian Krause, Chief Development Officer at Focus Brands. “Over the past few years, we have worked with several of our brand franchisees to thoughtfully work through some of the operational efficiencies of these dual brand locations. Additionally, we have invested heavily in consumer research to identify how we can create combinations of our iconic brands to resonate with consumers and meet them where they want to be met.”
When considering what is most important to consumers, 58 percent of customers said convenience is their number one driver for how they choose to get their food—this could be through delivery, drive-thru or seamless curbside or pick-up windows. “This insight really validates the direction we are heading with our specialty brands,” said Krause. “Brands like Auntie Anne’s and Cinnabon have always thrived in malls—and we aren’t planning on leaving those venues—but we know there is a ton of opportunity to grow in streetside venues with additional access points focused on convenience.”
One of those key convenience points is drive-thru access. In 2021, Auntie Anne’s opened its first ever drive-thru in a dual brand location with sister brand, Jamba. Consumers were thrilled to be able to access a brand like Auntie Anne’s in such an easy and convenient way. “The opening of this location exceeded our expectations—both in terms of financial performance and how it was received by our consumers,” noted Krause. It also resonated with franchisees, as franchise agreements for 33 additional Auntie Anne’s + Jamba drive thru locations were signed in 2021.
Creating a New Experience with Iconic Fan Favorites
The company also unveiled a total new branded concept earlier this year, Cinnabon Swirl featuring Carvel Soft Serve. “This is something we are incredibly excited about,” said Krause. Cinnabon Swirl is dubbed “the ultimate treat destination,” with all-new menu items featuring iconic Cinnabon items paired with Carvel Soft Serve. These unique, one-of-a-kind treats have strong appeal to consumers, with more than 2 of 5 millennials and Gen Z consumers sharing they are interested in dessert and candy mashups.
The concept also will represent the best of both Cinnabon bakeries and Carvel Ice Cream shoppes with its fully integrated design, creating a unique space all its own. “We have spent the time with Cinnabon Swirl to develop a new concept that showcases the best of both brands,” commented Krause, also noting that Auntie Anne’s + Jamba locations have their own visually identity, leaning into a highly-visual “Whirl’d + Twisted” theme.
Expand Your Portfolio with Focus Brands Dual Brand Concepts
“Integrating two unique brands into a single retail space meets consumer demand in new and innovative ways and gives franchisees opportunity for enhanced revenue,” said Krause. “By putting two iconic brands on a single piece of real estate, franchisees have access to more premium real estate that might not make sense for a single brand. It’s a really great opportunity for growth.”
Through the end of 2022, Focus Brands is currently offering compelling incentives for franchisees looking to sign franchise agreements across its portfolio of brands. Visit development.focusbrands.com to learn more about how you can become part of the Focus Brands family.