Marketing Plan

EXECUTIVE SUMMARY

I. INTRODUCTION

Anne and Jonas Beiler didn’t set out to create pretzel perfection when they purchased a Pennsylvania farmer’s market stand in 1988. Instead, they hoped to provide free counseling services to families and couples in their community, and purchased the stand to provide the income needed for their vision. After some experimentation and a few mishaps, Anne and Jonas created a pretzel that customers quickly dubbed “better than the best you’ve ever tasted,” which is the

Twenty-four years later, customers are enjoying Auntie Anne’s Pretzel products, dipping sauces, and signature beverages in more than 1,200 locations in 46 states and more than 23 countries, with additional franchises for sale. The company stands apart from its competitors due to its unwavering commitment to extending the brand, successful growth, and providing continued value for all stakeholders. Auntie Anne’s has built its brand on the foundations of the people-focused philosophies established by its founder, quality products, exceptional customer service, attractive and efficient stores, and the fun activity of pretzel making. Today, Auntie Anne’s rolls more than 500,000 pretzels every two days, which is enough to feed a pretzel to every person living in Lancaster County, Pa.

While an Auntie Anne’s Pretzel is shaped like a pretzel and called a pretzel, it is most definitely not just a pretzel. The fresh, sweet taste coupled with a light, bread-like texture offers individuals a “little reward.” Auntie Anne’s “little rewards” come in a variety of flavors. The core product lineup includes Original, Cinnamon Sugar, Almond, Pepperoni, Sour Cream and Onion, Garlic Pretzels, along with Stix and the Pretzel Dog. Auntie Anne’s most popular pretzel flavors are also available as bite-size pretzel pieces called, Pretzel Nuggets. To complement pretzel selections, the brand’s famous lemonade can be enjoyed in its signature version or as Lemonade Mixers in five bold...