Focus Brands says dual branding is the future of QSR, and the parent company of Auntie Anne’s®, Carvel, Cinnabon, Jamba, McAlister’s Deli, Moe’s Southwest Grill, and Schlotzsky’s, is leading the charge. Today, the Focus Brands portfolio boasts 175-plus open dual branded units with at least 65 more in various stages of development across the country.
The Focus Brands portfolio brands have signed agreements to open more than 50 dual and tri-brand locations in the coming year, many of which include drive-thrus for added convenience as interest in dual branded franchise opportunities continues to surge.
Flexible Store Formats
Focus Brands is among the brands introducing new store formats, including Krystal, Jack-in-the-Box and Panera Bread, which opened its Panera To Go, solely offering Rapid Pick-Up and Delivery shelves where guests and delivery drivers can easily pick up orders.
Focus Brands has long pioneered the concept of dual branding, predominately in malls and non-traditional locations with Auntie Anne’s and Cinnabon. Now, the company’s portfolio brands have found new opportunities with streetside dual branded units, which is paving the way for immense franchise growth.
“Dual branding is the future of our brands, especially on the specialty side of the business,” said Brian Krause, Chief Development Officer at Focus Brands. “There will always be a place in malls, but there is an immense amount of growth opportunity in streetside venues, and, by dual branding, there is more opportunity for enhanced revenue.”
The company invested heavily in consumer research to identify how to create combinations of its iconic brands to resonate with consumers and meet them where they want to be met.
Focus Brands has identified four dual-brand concepts:
- Auntie Anne’s/Cinnabon
- Auntie Anne’s/Cinnabon/Carvel
- Auntie Anne’s/Jamba
- Cinnabon/Carvel – Cinnabon Swirl.
While key consumer benefits vary by dual-brand combination, one consistent benefit has been convenience. Having these brands together in one location makes them far more accessible than they are individually. This convenience also creates opportunity for franchisees, as co-branding leads to an expansive menu that drives enhanced unit-level volume.