Luring Customers with Tasters

For American fresh-baked pretzels franchise, Auntie Anne’s, sampling has been part of the customer experience since the year dot.


Luring Customers with Tasters

In franchise news, the Auntie Anne brand is gearing up its traditional marketing effort by rolling out ‘sampling Saturdays’.

Turning sampling into an event

Every Saturday for the month of November, guests of the stores will be able to sample a wide array of Auntie Anne’s products for free, be given a scratch card that offers the chance of winning instant prizes, and a free, signature drink of Auntie Anne’s.

The brains behind the marketing campaign aimed to engage more with customers through a fun experience, and develop a way to introduce new guests to the brand. Carl Hornberg, director of menu management for Auntie Anne’s, says that they looked at sampling and at some promotional opportunities and decided to blend the two together. “We’ve been doing sampling since day one, but the success of the events never gets old – for consumers or the brand,” he says.

Getting everyone involved

To get customers coming in and taking part in the campaign, all Auntie Anne’s franchisees are being encouraged to place a sampler in front of each store every Saturday to lure in passers-by, try a sample and inform them of the products and prizes available.

The primary objective of this campaign is not to just increase sales, but to boost awarenss of the brand and get people to try the brand’s products for the first time.

Tracy Lee Nicol
About the Author
Tracy-Lee Nicol is the managing editor of Franchise Zone Magazine and deputy editor of Entrepreneur Magazine. She studied her Masters degree in Art History and Visual Culture at Rhodes University and spent the next two years working and travelling in Asia. Her love of people, business and teaching is reflected in telling the stories of entrepreneurs, franchisees and franchisors, inspiring others to take the leap to being their own boss and bringing about positive change in South Africa.

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