Operations

Focus rebranding to GoTo Foods

Photo: GoTo Foods

February 21, 2024

Focus Brands, the parent company of the Auntie Anne's, Carvel, Cinnabon, Jamba, McAlister's Deli, Moe's Southwest Grill and Schlotzsky's brands, has changed its name to GoTo Foods. CEO Jim Holthouser broke the news Tuesday at the company's biennial brand franchisee conference, saying that the rebranding signals the company's focus on its brands' reputations as go-to choices in the restaurant industry.

"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," Holthouser said. "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."

This news comes on the heels of a record development year globally with over 1,150 signed franchise agreements and 398 store openings, alongside the addition of 4.6 million loyalty members across its portfolio of brands.

Since assuming the role of CEO in 2020, Holthouser and the company's executive team have been on a mission to reimagine the way GoTo Foods operates. The team has prioritized the need to simplify, streamline and strengthen the company by breaking down silos and building enhanced, centralized systems and capabilities, according to Holthouser, who said the 2023 results prove that his plan is working.

The company, for example, reported double-digit year-over-year growth last year in adjusted EBITDA and loyalty acquisition. Streamlined in-house supply chain resulted in the rationalization of hundreds of SKUs across brands, paid media spending more than doubled the previous year, and consumer packaged goods licensing continued to grow — boasting the rollout of 10 launches, driving revenue and strengthening brand awareness beyond brick-and-mortar locations.

Since 2020, the company's growth rate has accelerated, with system-wide sales of over $4.2 billion and estimated retail sales from licensing partners of $1.5 billion for a total of $5.7 billion in retail sales for the portfolio.

"We're a company comprised of powerful, well-loved brands," Holthouser said. "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."

Atlanta-based GoTo Foods has over 6,700 locations.