The new CEO of GoTo Foods, Omer Gajial, is focused on transforming popular food court brands like Auntie Anne’s, Cinnabon, and Jamba into integral parts of people’s daily routines. The decline of shopping malls has significantly impacted these eateries and snack labels.
Gajial’s goal is to position Jamba and Cinnabon as must-visit locations. According to him, the strategy revolves around utilizing strategic locations, enhancing customer experience, and embracing new technology. He emphasized the importance of whether customers actively seek out these brands or stumble upon them by chance.
The company aims to shift its focus from mall-based and airport grab-and-go concepts to creating destinations that customers intentionally choose to visit. Gajial highlighted that certain restaurant brands under GoTo already possess the framework of being destination establishments with standalone outlets, strong community connections, and extensive catering services.
In contrast, brands like Jamba, Cinnabon, and Auntie Anne’s have traditionally relied on foot traffic from malls, which has been dwindling due to changing consumer habits and the impact of the pandemic. This necessitates a reinvention where these brands become the primary attraction rather than relying on mall traffic.
Gajial outlined a strategy focusing on location optimization, enhancing customer experience, and leveraging technology to drive repeat visits. By revamping seating areas, introducing loyalty programs, offering personalized deals, and expanding snack options, GoTo Foods aims to create spaces where customers are encouraged to linger. The company plans to carefully test new technological tools before implementing them on a larger scale.
Industry experts stress the importance of creating an inviting atmosphere for customers rather than relying solely on technological gimmicks. By fostering a sense of community and encouraging patrons to spend time in their establishments, GoTo Foods hopes to redefine the perception of its brands as more than just quick snack stops.
Overall, Gajial’s approach involves experimenting with localized initiatives while simultaneously enhancing in-store experiences to encourage customers to stay longer. Success in this endeavor could revolutionize how these brands are perceived by consumers and potentially redefine their place in the market. Ultimately, the ability to cultivate intentionality among consumers will determine whether these traditional mall-centric eateries can evolve into sought-after neighborhood destinations.