Focus Brands rebrands as GoTo Foods amid drive to integrate franchise brands

CEO CEO Jim Holthouser unveiling the rebrand at the group’s biennial brand franchisee conference | Photo credit: GoTo Foods

Atlanta-based Focus Brands has rebranded as GoTo Foods as part of its bid to drive multi-unit franchise growth and better reflect its transition into a platform company. 
 

The franchise group has been seeking to generate business synergies, drive operational efficiencies and boost franchisee profitability across its more than 6,700 stores globally for the last four years. 

Focus Brands has shifted from operating as holding company with seven independently operated chains – Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s – to one larger platform with seven verticals. 

The transition has focused on integrating supply chains, digital platforms and loyalty progammes, as well as utilising shared retail space.  

The franchise group has rolled-out dual and tri-brand stores in the US encompassing its Auntie Anne’s, Cinnabon and Jamba chains. Approximately 1,100 stores are already co-branded or co-located. 

“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 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,” said CEO Jim Holthouser. 

Focus Brands achieved double-digit year-over-year growth in adjusted EBITDA and loyalty acquisition in 2023 – adding 4.6 million new loyalty members globally. The franchise group opened 398 new stores last year and signed more than 1,150 franchise agreements across its brand portfolio.