Auntie Anne’s has expanded its non-traditional venue lineup to include military bases with the opening of a location at Fort Bliss in El Paso, Texas.

The new unit, which opened mid-April at Freedom Crossing at Fort Bliss, marks a significant milestone for the iconic soft pretzel company whose growth plan includes considerable focus in the development of locations in supplementary non-traditional venues. 

The new location is independently owned and operated by franchise partner, Milap Maniar. 

Recognizing an opportunity to further expand the brand’s appeal in locations outside the shopping mall, Auntie Anne’s can now be found in non-traditional venues including entertainment centers, colleges and universities, large retailers, and transportation sites such as airports, train stations, and travel plazas. 

In 2011, the company opened 17 locations in non-traditional venues, with 46 more under development this year.   

“As our brand continues to evolve, we have been proactive in seeking out unique, high-traffic areas and being flexible and innovative with our store designs,” says Brian Boycan, director of strategic development for Auntie Anne’s. “We are proud to begin serving military families in this capacity, and we believe military bases are a growth avenue for our brand.”

Denise Lee Yohn: QSR's Marketing Guru, Growth, News, Pizza, Auntie Anne's