Focus Brands Doubles Down on Dual Branding

Focus Brands (Atlanta), parent company of seven quick-service restaurant (QSR) brands, says dual-branded locales will play a major role in its future, due to what it described as their strong franchisee and consumer appeal.

As a result, Focus Brands’ portfolio – Auntie Anne’s, Carvel, Cinnabon, Jamba, McAlister’s Deli, Moe’s Southwest Grill, and Schlotzsky’s – have signed agreements to open more than 50 dual and tri-brand locations in the coming year. That’s on top of the 175-plus open dual-branded units the business already has in operation.

“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.”

Based on extensive in-house research, Focus Brands concluded the following four branding pairings have the best potential for success:

*Auntie Anne’s/Cinnabon
*Auntie Anne’s/Cinnabon/Carvel
*Auntie Anne’s/Jamba
*Cinnabon/Carvel, doing business as Cinnabon Swirl (The first such outlet is set to open in the near future.)

“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,” says Krause.