Focus Brands has over 175 co-branded units and an additional 65 in development. As the parent company of Auntie Anne’s, Carvel, Cinnabon, Jamba, McAlister’s Deli, Moe’s Southwest Grill, and Schlotzsky’s, Focus Brands is leading the charge in dual branding with strong franchisee and consumer appeal.
The company’s 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.
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, paving the way for franchise growth.
“Dual branding is the future of our brands, especially on the specialty side of the business,” says 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.”
Focus Brands’ strategy team conducted research to look at co-brand and multi-brand opportunities, including financial models, operations, development, marketing, and competitor analysis to validate the opportunity to grow the right combination of dual brands. Additionally, the company invested heavily in consumer research to identify how to create combinations of its iconic brands to resonate with consumers and provide them with what they want.
The company has identified four dual-brand concepts that offer thoughtful brand pairings for consumers and appealing business opportunities for brand franchisees. These pairings are Auntie Anne’s and Cinnabon, Auntie Anne’s, Cinnabon and Carvel, Auntie Anne’s and Jamba, and Cinnabon and Carvel, which will be known as Cinnabon Swirl.
The first Cinnabon Swirl is set to open early this year, with the highly anticipated franchise opportunity to be available soon after.
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.
“More than ever, we are harmonizing the way that we do things across our brands which reduces the friction that sometimes can be created when establishing a co-brand or multi-brand. Not only does dual branding present an attractive business opportunity, but with the Focus Brands portfolio, brand franchisees gain access to key benefits as a result of the power of our portfolio. This includes efficiency, shared resources, menu diversity, and more,” Brian adds.
