Auntie Anne’s, Cinnabon, and Jamba parent company Focus Brands announced Tuesday morning the company’s rebranding to GoTo Foods. GoTo Foods’ new name and identity represents its “continued transformation into a platform company,” and will also be the start of a new era of growth and change for the Atlanta-based foodservice company.
The rebranded name is based on the company’s reputation as the “go-to choices” in the restaurant industry, both for franchisees and consumers. The former Focus Brands had a record-breaking year in 2023, with 1,150 signed franchise agreements and 398 store openings during the fiscal year.
“To unlock future opportunities with brand franchisees, and ultimately consumers, it has become more important than ever to have a name that conveys and powers the strength, affection, and craveability of the seven iconic brands in our portfolio today,” GoTo Foods CEO Jim Holthouser said in a statement. “GoTo Foods represents a no-limits vision that is firmly rooted in reality as we embrace the power of our platform company and look to a future with endless possibilities.”
GoTo Foods looks to continue focusing on multi-unit growth, co-branding, and nontraditional development strategies moving forward, as these strategies were ramped up in the past several years. Most recently, GoTo Foods has ramped up its partnership strategy, particularly with Cinnabon, which just announced a partnership with Wendy’s for a Cinnabon pull-apart breakfast item, and with Subway, which has added both Cinnabon churros and Auntie Anne’s pretzels to its new footlong snack category.
“We’re a company comprised of powerful, well-loved brands,” Holthouser said in a statement. “We’ve made strategic investments and set the foundation for a bright future ahead. Timing was right to unveil a new name that communicates a dynamic, innovative organization with positive momentum while bringing together our company and our brands and inspiring those we serve.”
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