Auntie Anne's Closes Marketplace Mall Location After 25 Years

What's Happening?

Auntie Anne's, a well-known chain serving soft pretzels and snacks, has closed its location at Marketplace Mall in Henrietta, New York, after 25 years of operation. The store was situated in a corridor anchored by Dave & Buster's and Indy Kart Raceway. Despite being listed as open during advertised business hours, the location was found shuttered on multiple occasions, and a worker confirmed its closure. The mall owner, Wilmorite, stated that Auntie Anne's still holds a lease. The closure is part of a broader strategy by its parent company, GoTo Foods, to move away from shopping malls, which are facing declining foot traffic, and focus on high-volume locations like airports.

Why It's Important?

The closure of Auntie Anne's at Marketplace Mall reflects a larger trend affecting shopping malls across the United States, where many retailers are struggling with reduced customer traffic. This shift is prompting companies like GoTo Foods to reevaluate their business strategies and seek out locations that promise consistent year-round business, such as airports. The move could impact local economies and employment, as mall-based businesses face challenges in maintaining profitability. Additionally, the closure leaves fewer food and drink options at Marketplace Mall, potentially affecting consumer choices and mall traffic.

What's Next?

GoTo Foods plans to expand Auntie Anne's presence in high-traffic areas like airports, aiming to capitalize on the steady flow of travelers. This strategic shift may lead to new job opportunities in these locations, while potentially reducing the number of mall-based outlets. Marketplace Mall may need to attract new tenants to fill the void left by Auntie Anne's and other recent closures, which could involve reimagining the mall's offerings to better align with current consumer preferences.