Auntie Anne's, Thailand's leading soft pretzel brand under Central Restaurants Group (CRG), continues to strengthen its market leadership with the launch of a new flagship store at CentralWorld, introducing the innovative "Next-Gen Digital Store" concept. The brand also celebrates its biggest annual promotion, "Pretzel Month 2025," in partnership with Central Pattana shopping centers nationwide.
A Next-Gen Retail Experience
The CentralWorld flagship becomes the third location in Thailand to feature Auntie Anne's global rebranding model, following Samyan Mitrtown and Mega Bangna. The new store integrates self-order kiosks, cashless payments, and dynamic digital signage, offering a modern, tech-forward customer experience. The sleek design reflects the brand's updated, lifestyle-driven image and serves as a model for future expansion.
"Our 2025 strategy is centered on improving every touchpoint of the customer journey—from product and service to accessibility and image," said Chantarat Tovinas, Central Restaurants Group. "Today's consumers want convenience, speed, and value. This new flagship reflects that shift while reinforcing Auntie Anne's as a brand that fits their lifestyle."
Pretzel Month 2025: Exclusive Offers Nationwide
From July 19-31, 2025, Auntie Anne's launches "Pretzel Month 2025," a nationwide campaign featuring exclusive promotions at Central Pattana malls:
- Free pretzel for existing Auntie Anne's members
- Free Almond Pretzel for new members (July 1-August 31, 2025)
- Free pretzel with every THB 99 spent (open to all customers)
- Buy 1 Get 1 Free deals on select menu items (at participating CPN locations, July 19-31)
As part of its ongoing CSR initiative, Auntie Anne's will continue its "Pretzel Charity - Uplifting Bright Futures" program, donating pretzels to the House of Blessing Foundation and other community organizations.
Ambitious Growth Ahead
In 2025, Auntie Anne's plans to open new locations across Thailand and expand its menu to include breakfast options and pretzel-beverage combo sets—targeting busy commuters and students. Upcoming initiatives also include new value menus and co-branded delivery campaigns to boost reach across all sales platforms.
This holistic transformation, including product innovation, store modernization, and brand refresh is projected to drive sales and reinforce Auntie Anne's position as Thailand's market leader in the soft pretzel category.
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