Why These Mall Brands Aren't Dead Yet

Several mall brands, including Jamba Juice, Auntie Anne's, and Cinnabon, experienced a significant sales rebound despite mall decline, primarily due to a strategic shift by their parent company, GoTo Foods. This shift involved co-branding, expanded product offerings, and a focus on non-mall locations, resulting in a substantial increase in revenue and brand expansion beyond traditional retail.

Mall Brand Rebound

• 00:00:00 Mall brands like Jamba Juice, Auntie Anne's, and Cinnabon saw a significant increase in revenue between 2015 and 2023, reaching nearly $1.8 billion in total revenue. This growth occurred despite a decline in mall traffic and the closure of other mall brands. The success of these brands indicates that consumer demand for their products remained strong even as the retail landscape changed.

GoTo Foods' Strategy

• 00:02:04 GoTo Foods, the parent company of these brands, implemented a new strategy after acquiring them in 2020, focusing on co-branding and expanding product offerings beyond mall locations. This involved launching rewards programs, brand partnerships, and introducing new consumer products. The company also opened dual-branded drive-thrus, particularly pairing Jamba Juice and Auntie Anne's, resulting in over 175 co-branded locations.