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GoTo Foods

GoTo Foods is an Atlanta-based American foodservice company specializing in the development and of iconic quick-service . It owns and operates seven complementary brands—Auntie Anne's, Carvel, , , , , and —that span categories from pretzels and to smoothies, sandwiches, and fast-casual . Formerly known as Focus Brands, the company rebranded to GoTo Foods in February 2024 to reflect its mission as a dynamic platform delivering craveable food experiences across traditional and emerging channels like airports, malls, and neighborhood centers. With a focus on franchise opportunities and global expansion, GoTo Foods supports more than 6,000 locations worldwide, as of 2025, providing franchisees with comprehensive resources, superior advantages, and innovative product development. The company's portfolio includes established chains like (founded 1988, approximately 2,000 locations worldwide, as of 2025) and (founded 1985, more than 2,100 locations worldwide, as of 2025), alongside health-oriented options such as (operating in over 30 U.S. states and internationally, as of 2025). (founded 1989) and (600+ locations) emphasize fresh, customizable meals, while Carvel (founded 1934, 350+ locations) and (founded 1971, 330+ locations) offer nostalgic treats and deli-style sandwiches. GoTo Foods prioritizes values of , , , Together, and , fostering a culture of inclusion and innovation to drive brand growth and community impact. In 2025, the company announced record expansion plans, including new product launches like the Swirl concept, underscoring its commitment to multi-channel accessibility and franchisee success.

Overview

Corporate Profile

GoTo Foods is a private operating in the , specializing in the development and management of brands. Founded in 2001 in , , initially as Focus Brands, the company serves as a platform for and licensing quick-service concepts. The company's headquarters are located in , , a suburb of , where it oversees its portfolio of brands focused on multi-channel operations. GoTo Foods emphasizes models that enable global expansion through quick-service formats, including baked goods, , and casual dining options. As of 2024, GoTo Foods operates approximately 6,700 locations worldwide across more than 60 countries, reflecting its scale as a major player in the sector. In early 2024, the company transitioned from its original name to GoTo Foods to better align with its growth-oriented strategy.

Rebranding

On February 20, 2024, Focus Brands, established in 2001 as a for brands like Carvel, announced its to GoTo Foods during the company's biennial franchisee conference in . This change marked a pivotal shift for the Atlanta-based company, which operates over 6,700 locations across more than 60 countries. The was driven by the need to transition into a model, focusing on , , and among its multi-brand following significant acquisitions. The name "GoTo Foods" was chosen to symbolize accessibility and the 's aspiration to position its brands as primary, go-to options in the industry, thereby unlocking new growth opportunities for franchisees and consumers. CEO Jim Holthouser emphasized that the rebrand aligns with the evolved business strategy developed after key acquisitions, stating, "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." He further noted, "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 our brands’ go-to status in ." Immediately following the announcement, Foods updated its , including a new and visual , and launched its at gotofoods.com to centralize resources for stakeholders. The company also initiated internal restructuring to enhance multi-brand growth, incorporating streamlined systems, centralized operational capabilities, and greater harmonization across its portfolio.

History

Founding and Early Acquisitions

Focus Brands was established in 2001 as a by , which acquired Carvel Corporation from for $30 million. Carvel, an chain founded in 1934 by , became the initial brand in the portfolio, with the acquisition aimed at revitalizing franchising efforts through co-branding opportunities. Headquartered in , the new entity focused on consolidating quick-service restaurant operations under a unified structure to leverage shared resources and growth potential. In 2004, Focus Brands expanded its portfolio by acquiring , a bakery chain, and the international rights to from Enterprises for approximately $21 million. These additions complemented Carvel's dessert focus, introducing baked goods and to create synergies in non-traditional locations like malls and airports. The emphasized building a diverse yet interconnected group of franchise brands in the quick-service sector, allowing for cross-promotions and operational efficiencies. The portfolio grew further in 2006 with the acquisition of , a sandwich chain founded in 1971, from Companies. This move added a deli-style offering, enhancing the company's presence in casual dining and bringing the total to four core brands generating nearly $800 million in systemwide sales. In 2007, Focus Brands completed the purchase of , a fast-casual Mexican-inspired chain founded in 2000, from Raving Brands for an estimated $120–140 million. With 360 locations at the time, Moe's introduced a savory, customizable menu that rounded out the early holdings, solidifying the holding company's approach to curating complementary quick-service concepts under one entity for accelerated franchise development.

Major Expansions

In 2010, Focus Brands acquired , a chain founded in 1988, which significantly enhanced its snack-focused offerings by adding over 1,000 locations primarily in high-traffic venues like malls and airports. This move built on the company's earlier portfolio of treat brands such as Carvel and , expanding its presence in quick-service snacks. acquired , a and chain founded in 1989, in 2005 with approximately 170 locations, and it was subsequently operated under the Focus Brands umbrella, bolstering its fast-casual dining options with customizable meals. This post-2010 expansion emphasized multi-concept growth under shared operational expertise. The acquisition of in 2018 for approximately $200 million marked a strategic entry into the healthy beverage segment, incorporating a smoothie and chain founded in 1990 with around 800 locations at the time. This addition diversified Focus Brands' portfolio toward wellness-oriented products, appealing to health-conscious consumers in nontraditional settings like gyms and universities. These acquisitions drove substantial scale, resulting in over 6,000 locations across the portfolio by 2020 through aggressive and multi-unit operator strategies. During this period, Focus Brands shifted toward licensing agreements and co-branding initiatives, such as dual-unit combinations of with , to facilitate global entry in over 60 countries.

Rebranding and Recent Developments

Following its rebranding from Focus Brands in February 2024, GoTo Foods implemented a post-rebrand strategy centered on launching development incentives for franchisees, including aggressive multi-unit commitments in emerging markets like Michigan, Utah, and Wisconsin, to foster synergy across its seven brands—Auntie Anne's, Carvel, Cinnabon, Jamba, McAlister's Deli, Moe's Southwest Grill, and Schlotzsky's—through co-branding and shared resources. On March 11, 2025, GoTo Foods announced record 2024 performance, including 1,177 signed franchise agreements and a net unit growth of 212 locations globally, alongside bold plans such as expanded co-branding with 353 deals across 173 sites and the rollout of NextGen platforms featuring AI-driven recommendations and unified programs that added 4.52 million members. The report highlighted as an emerging revenue stream, capitalizing on consumer demand for convenient, personalized treats like pretzel buckets, cinnamon roll trays, and smoothie packs for office events and smaller gatherings, supported by investments in off-premises operations and packaging. Key developments in 2025 included the May 26 unveiling of Moe's Casa Mexicana, an international adaptation of Moe's Southwest Grill tailored for global markets with localized menus, flexible formats like kiosks, and scalable spice options, marked by a landmark 45-unit master franchise agreement in India set to open starting later that year. On November 4, 2025, Cinnabon initiated its holiday marketing campaign with limited-edition cinnamon roll-scented wrapping paper, sold in teal and pink rolls for $8.99 and featuring a 20% discount on CinnaPacks to evoke brand nostalgia during gifting season. GoTo Foods' trajectory in 2025 emphasized via co-branding expansions beyond traditional malls and , including the Qu system in over 1,600 locations for enhanced efficiency, positioning the year as one of substantial unit growth and operational unification.

Brands

Portfolio Overview

GoTo Foods owns a portfolio of seven core brands, encompassing a diverse range of quick-service restaurant concepts focused on snacks, beverages, and casual dining. These include , Carvel, , , , , and . The brands are categorized into key segments: snack and bakery options with , , and Carvel; healthy beverages and smoothies via ; deli and sandwich-focused eateries through and ; and Mexican fast-casual cuisine with . This assortment allows GoTo Foods to target varied consumer preferences across dayparts and occasions. The portfolio employs a multi-channel , operating through standalone locations, co-branded sites, and non-traditional venues such as airports and malls, resulting in approximately 6,700 units worldwide as of 2024. Synergies across the portfolio are enhanced through cross-promotions, such as combined offerings, and a shared, streamlined that consolidates purchasing and reduces costs via in-house rationalization of stock-keeping units.

Brand Details

Auntie Anne's specializes in hand-rolled soft and complementary snacks, such as nuggets, bites, and dipping sauces, emphasizing fresh-baked goods with a light, bread-like texture and sweet-salty flavor profile. Founded in 1988 by Anne Beiler at a farmers' market stand in , the brand originated as a venture to fund services, quickly expanding through due to the appeal of its portable, on-the-go treats. Marketed as the world's largest hand-rolled soft franchise, Auntie Anne's positions itself in high-traffic locations like malls, airports, and travel plazas, where over 2,000 global outlets as of 2024 cater to impulse snackers seeking quick, indulgent yet simple pleasures. Carvel offers soft-serve , custom cakes, and novelty items like ice cream bars and sandwiches, with a focus on creamy textures and celebratory formats such as layered birthday cakes featuring the brand's signature crunchies. Established in 1934 by after his ice cream truck suffered a flat tire on weekend in , leading to impromptu sales of slightly melted product that inspired the first fixed shoppe, the brand pioneered soft-serve innovations and became synonymous with family-oriented desserts. Known for its "What's in the Mix?" from founder-led commercials highlighting daily specials, Carvel positions itself as a nostalgic, community-rooted treat provider for celebrations, operating over 300 locations primarily in the Northeast U.S. while evoking joy through fresh, customizable frozen delights. Cinnabon centers on cinnamon rolls, including its flagship oven-fresh roll infused with , sugar, and , alongside other baked goods like rolls, bites, and specialty beverages to enhance the indulgent experience. Launched in 1985 by Rich and Greg Komen in the SeaTac Mall near , , the brand was created to deliver an aromatic, sensory bakery encounter, drawing from a recipe developed by local baker Jerilyn Brusseau for what would become the "world's best ." Cinnabon markets itself as a purveyor of warm, comforting indulgences that create moments of bliss, with over 2,100 locations worldwide as of June 2025 emphasizing the irresistible scent and freshness of its products to attract shoppers in malls, airports, and standalone kiosks. Jamba features smoothies, fresh-squeezed juices, and acai bowls made from whole fruits and vegetables, promoting nutrient-rich blends like classic fruit smoothies and wellness-focused options with added superfoods. Originating in 1990 as Juice Club in , founded by Kirk Perron and partners as a healthy alternative to typical snacks for cyclists and active lifestyles, it rebranded to in 1993 and expanded rapidly on health trends. Positioned as a leader in the healthier-for-you beverage segment, appeals to wellness enthusiasts through its commitment to fresh, non-GMO ingredients and customizable, vibrant options available at over 850 locations worldwide as of June 2025, fostering a feel-good, energizing vibe. McAlister's Deli provides a of sandwiches, salads, soups, baked spuds, and its famous , with an emphasis on generous portions and "Choose 2" combos for shared meals in a relaxed setting. Founded in 1989 in , by retired dentist Don Newcomb, who converted an old diner into a neighborhood spot inspired by food traditions, the brand grew from a single location serving fresh, made-to-order items. It positions itself as a casual dining destination embodying , where genuine service and community focus create welcoming experiences, now spanning over 570 U.S. outlets as of 2025 with a that balances hearty flavors and lighter choices. Moe's Southwest Grill serves customizable burritos, tacos, quesadillas, and using fresh ingredients like grilled proteins, salsas, and , often accompanied by the brand's playful "Welcome to Moe's!" greeting. Established in 2000 in , , by Martin Sprock as a fun twist on fast-casual Mexican fare, drawing from the vibrant energy of Southwestern cuisine to differentiate through personalization and atmosphere. The brand markets itself with a lively, inclusive vibe that turns meals into social events, operating approximately 580 locations, primarily in the U.S., as of June 2025 while adapting globally, such as through Moe's Casa Mexicana in to suit local tastes. Schlotzsky's highlights signature oven-baked on house-made bread, including its iconic Original® with meats, cheeses, and mustard-olive spread, complemented by pizzas, salads, and soups. Founded in 1971 in , by Don and Dolores Dissman in a small South Congress Avenue shop, where the menu began with just one recipe inspired by European , it evolved into a full-service concept emphasizing layered, flavorful builds. Positioned as an original-style offering craveable, hearty fare in a casual environment, Schlotzsky's maintains about 310 locations in the U.S. as of 2025, focusing on quality baking and bold combinations for everyday comfort eating.

Operations

Business Model

GoTo Foods operates primarily as a franchise-heavy , serving as the developer and franchisor for its seven quick-service restaurant concepts, which collectively span more than 6,600 locations worldwide (as of 2025). This model emphasizes scalable growth through , where the company provides comprehensive support including site selection, training, and operational guidance to franchisees, enabling rapid expansion while minimizing direct ownership of units. By focusing on iconic brands in the quick-service segment, GoTo Foods leverages to drive unit development and brand consistency across diverse markets. The company's revenue streams are diversified, centered on franchising economics supplemented by ancillary services. Initial franchise fees, typically ranging from $15,000 to $35,500 depending on the brand, provide upfront income upon agreement execution. Ongoing royalties, calculated at 5% to 6% of net sales, along with marketing fees of 2% to 4%, form the core recurring revenue from operating units. Supply chain management contributes through structured fees, such as $0.47 to $0.66 per case for approved vendors, facilitated by a dedicated team that optimizes procurement and spend for franchisees. Additionally, co-branding partnerships generate income by enabling multiple brands to share physical spaces, with 353 such agreements signed in alone, enhancing footprint efficiency and cross-promotional opportunities. GoTo Foods employs a multi-channel distribution strategy to maximize accessibility, operating through franchised locations in high-traffic venues such as malls, airports, stadiums, and standalone stores. This approach extends beyond traditional foodservice into retail and grocery channels, where licensed products like cinnamon rolls and smoothies drive over $1.5 billion in annual retail sales (as of 2023), positioning the company as the world's second-largest food and beverage licensor. Such diversification allows brands to reach consumers via innovative partnerships in both in-store and at-home formats. Innovation underpins the business model through shared technology platforms that unify operations across brands, including proprietary pricing tools for menu optimization and integrated systems for online ordering and delivery. A cross-brand loyalty program, unifying customer data and experiences, supports the company's goal to capture 50% of sales through digital channels—including personalized rewards—by 2027. For 2025, GoTo Foods has introduced development incentives, including reduced initial franchise fees and royalty rates for multi-unit developers committing to at least three units, to accelerate growth in emerging markets and co-branded formats.

Global Presence

GoTo Foods maintains a dominant presence in the United States, where the majority of its more than 6,600 global locations (as of 2025) are situated—approximately 4,400 outlets (two-thirds of the total)—primarily in high-traffic venues such as malls, airports, and travel plazas. This domestic focus leverages the company's brands to capitalize on consumer demand in and suburban settings. Internationally, GoTo Foods operates through licensing and models in more than 60 countries, with over 2,000 locations emphasizing brands like and in key markets across and . These efforts extend the portfolio's reach by adapting to regional preferences, such as offering less sugary rolls in to align with local tastes. The brand portfolio's diversity enables this global scalability, allowing co-branding and licensing to penetrate diverse markets efficiently. A significant 2025 milestone includes a landmark 45-unit agreement for in , marking the brand's international debut through partner , with the first location opening that year and full rollout by 2033. This concept adapts menu for local preferences, incorporating vegetarian options like and potato fillings, scalable spice levels, and localized proteins to suit Indian consumers. To address global challenges such as cultural differences and market variability, Foods employs strategies including menu adaptations, joint ventures via master franchisees, and dedicated international support for localization. These approaches ensure and consumer relevance, with over 60% of the company's development pipeline now outside the U.S.

Leadership

Executive Team

GoTo Foods' executive team is led by CEO Jim Holthouser, who has guided the company since February 2020, overseeing its overall strategic direction and spearheading the 2024 rebranding from to emphasize a unified platform approach for its portfolio of quick-service restaurant brands. As Chief Financial Officer, Mike Dixon has managed the company's financial operations, including funding for growth initiatives, since joining in March 2016. Key members of the leadership team include Michael Barrett, serving as Senior Vice President and Chief Accounting Officer, responsible for accounting functions and financial reporting; Guillermo Cremer, Chief People Officer since April 2021, focusing on talent development and organizational culture; Sarah Powell served as Executive Vice President, General Counsel, and Secretary from January 2015 to November 2025, handling legal affairs and corporate governance; Shelley Harris serves as Executive Vice President and Chief Operating Officer, leading operations and brand management since September 2024. and Brian Krause served as Chief Development Officer from July 2020 until January 2025, followed by Bobby Morena from January to November 2025, both driving franchise expansion efforts. Previously, held the role of from 2017 to 2020, during which she contributed significantly to the company's expansion through brand portfolio management and operational scaling. The executive team prioritizes innovation in digital platforms and operations, robust support for franchisees across brands, and fostering cross-brand synergies to enhance overall portfolio performance.

Ownership

GoTo Foods is wholly owned by , a based in , , which founded the company in 2004 by acquiring and the international franchising rights to and combining them with its earlier purchase of Carvel in 2001. The acquisition terms were not publicly disclosed, reflecting the private nature of the transaction. As a wholly owned of Roark Capital, GoTo Foods benefits from a structure that facilitates long-term investments in the sector, allowing for strategic without the constraints of expectations. is provided through a that includes Roark principals, such as Spiegel, who oversee operations with an emphasis on sustainable growth, operational synergies, and enhancing overall value. This oversight ensures alignment with Roark's investment philosophy of partnering closely with to drive value in and multi-unit businesses. The company's private status under Roark Capital supports aggressive expansion efforts, exemplified by its operation of more than 6,700 locations across its brands in over 60 countries, free from the quarterly reporting pressures faced by public companies. As of 2025, GoTo Foods remains privately held with no announced plans for an . The CEO reports directly to this ownership structure, enabling focused decision-making on development and brand innovation.

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