While some of the UK high street continues to grapple with shifting consumer habits and economic headwinds, one brand is proving that smart strategy and a strong product can still deliver impressive growth. Auntie Anne’s – the iconic hand-rolled pretzel brand loved around the world – has not only weathered the storm but emerged stronger than ever.

We sat down with Managing Director Max Burton to discuss how the brand is defying the odds, what’s driving its record momentum, and where the next chapter of Auntie Anne’s success story will take it.

In a year where much of the high street is struggling, Auntie Anne’s has delivered over 10% like-for-like sales growth. What’s been the biggest driver of that performance?

It comes down to being in the right place with the right product. Consumers are looking for affordable “little treats” — something that feels special without the cost of dining out. Our pretzels fit that perfectly: they’re handmade, portable and comforting. Add to that a strong pipeline of limited-time offers, consistency and quality across the network, and data-led marketing that keeps us close to our customers, and we’ve been able to grow even in a tough retail climate.

How do you identify the right locations for expansion, especially in today’s challenging retail landscape?

We look for high-footfall, high-frequency environments where convenience is key – shopping centres, outlet villages, transport hubs. Our flexible formats mean we can adapt to different spaces, from kiosks to container stores. Demographics matter too: we want to be where our customers live, work and travel. And of course, the strength of our franchise partners is central to making any site a success.

How are you balancing tradition – the iconic pretzel – with the need to evolve for modern tastes?

The original hand-rolled pretzel is the heart of our brand and always will be. But we also know customers want variety and excitement, so innovation is key. Our range spans savoury favourites like Pretzel Dogs as well as shareable formats such as Nuggets and Stix. From flavour-led launches like Biscoff Nuggets to drinks like Mango Dragonfruit Boba Lemonade, we’re constantly evolving based on changing consumer habits — keeping things fresh while staying true to our roots.

You’re aiming for 50 stores by the end of 2025 and 100 by 2030. What’s the biggest challenge in sustaining that level of growth?

Growth at pace is always about balance. For us, it’s making sure we choose the right locations and the right partners while keeping the customer experience seamless across the network. We’re building carefully to ensure the brand scales without losing what makes it special.

You’ve described this as a “transformational chapter” for the brand. What’s the most exciting part of this journey for you personally?

For me, it’s about watching Auntie Anne’s evolve while staying true to its origins. Our golden rules — serving fresh, golden-brown pretzels with friendly customer service from a sparkling clean store — remain at the core. What’s truly exciting is seeing that foundation paired with bold change: refreshed branding, new formats and menu innovation. It feels like we’re unlocking a whole new chapter while keeping the essence of Auntie Anne’s.

If you fast-forward to 2030, what would success look like beyond hitting the 100-store milestone?

Success would be Auntie Anne’s being recognised as the UK’s leading grab-and-go snack brand, one that people genuinely love and feel connected to. It’s also about franchisee success: strong, profitable businesses that create opportunities and long-term value. If we can combine cultural relevance with commercial strength, that’s a win on every front.

Finally, what’s your go-to pretzel order — and has it changed over the years?

These days, my favourite has to be the Cheese & Jalapeño Pretzel — it’s got just the right balance of flavour and heat. Over the years, I’ve tried them all, but that’s the one I keep coming back to.