To help drum up excitement for the new store, the “world’s largest hand-rolled soft pretzel brand” gave away free pretzels to its first 100 guests. Auntie Anne’s mascot, Mr Twisty, also made a special appearance to promote the new shop to travellers.
The Brighton business joins a wave of new lettings across the GTR network, which the rail operator sees as a sign of strong recovery in local economies following the effects of the pandemic. With around 350 retail units in total at the stations it manages, GTR now has over 70 tenancy agreements in progress, more than were completed in the whole of last year. Many units that have been vacant for two years or more, and some since before the pandemic, are now being let to confident traders.
Head of Stations at Govia Thameslink Railway, Stephen MacCallaugh, said: “It was fantastic to see business was booming for Auntie Anne’s on its opening day and the Brighton community has welcomed this new store with open arms. It’s brilliant that retail businesses are continuing to invest in our stations after such a difficult period, and we look forward to seeing what lies ahead for Auntie Anne’s.”
Max Burton, Managing Director for Auntie Anne’s UK & Ireland, said: “We’re thrilled to bring Auntie Anne’s to Brighton railway station, offering delicious, fresh snacks on the go. This move reflects our commitment to being where our customers are, the first of many steps as we explore new opportunities in travel hubs across the UK and Ireland.”
The store is located in unit 8 at Brighton station, BN1 3XP.
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About Auntie Anne’s
What began as a single stand selling handmade pretzels and fresh-squeezed lemonade at a Pennsylvania farmer’s market has since become the largest hand-rolled soft pretzel franchise in the world. With over 2,000 locations in at least 25 countries as of December 31, 2023, Auntie Anne's mixes, twists, and bakes pretzels to golden brown perfection all day long in full view of guests.
For 2024, Auntie Anne’s has proudly unveiled a dynamic branding update, part of GoTo Foods global growth strategy to accelerate and grow the iconic brand. New branding, logo, uniforms, menu, and store design are designed to empower a new generation to 'Twist Up Your Day' embodying boldness, playfulness, and authenticity. The brand’s evolution remains authentic to the essence of Auntie Anne's – signature, hand-rolled pretzels prepared with the same time-honoured recipe for 30 years.
