Auntie Anne's New Digital Strategy: A 'Pretzel Perfect' Loyalty Scheme

Sophie Hardbattle By Sophie Hardbattle

We are delighted to announce the launch of a brand new website and app for pretzel pioneers Auntie Anne’s.

Starting its life in Pennsylvania (USA), in the late 1980’s, Auntie Anne’s began as a market stand selling the Original Pretzel and lemonade. In no time at all they flourished and branched out to 90 different locations across 12 states. Today the company has 1,400 stores worldwide and 30 stores in the UK.

A year has passed since Auntie Anne’s first approached Eden Agency when they were itching for a new digital strategy. At the time their online presence didn’t particularly encourage much engagement with their customers; the only dialogue took place in-store. Their overall aim was to drive more sales and be able to liaise with customers easily.

We started by pinpointing areas of development and soon realised there would need to be a full overhaul of the consumer website in order for it to look and feel ‘more modern’. We were really eager to help them converse with customers and fuel interaction so we put our heads together and came up with the loyalty scheme- otherwise known as ‘The Pretzel Pass’.

The customer can either collect a hardcopy of their loyalty card in store or download the Auntie Anne’s app, both of these will display their own unique QR code. When the customer buys a pretzel, or any other Auntie Anne’s goodie, they will be given a certain amount of ‘Pretzel Dough’ (aka loyalty points). To receive the points the QR code on their loyalty card/app will have to be scanned. The points will eventually add up and they will be rewarded with a free product- for example if they earn 300 Pretzel Dough they will be rewarded with a free ‘Fresh Lemonade’.

To bag the Pretzel Dough the customer needs to register with the Auntie Anne’s app. The registration form requires a small amount of information, including your name, date of birth, your postcode and mobile number (although those last two are optional). Collecting this data will let Auntie Anne’s create more targeted campaigns.

Using iBeacons with the app was also suggested by the team (or more specifically the iBeacon fanatic Craig) and will be put into practice in all 30 of the UK franchises. This means that whenever a potential customer, with the app, is within 70/75 metres of the store they can be targeted with marketing messages. This feature may help bring more customers to the store.

We believe our alterations will make a massive difference to the users experience and to the popularity of the stores but, as with anything, only time will tell! If you want to have a look at the new site then head on over to and make sure you let us know what you think (and don’t forget to download the app).

You can download the app from:

The App Store or Google Play

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