Roots of a Bold Transformation (Image Credits: Pixabay)
Atlanta – GoTo Foods CEO Omer Gajial proclaimed the company's 2024 rebranding from Focus Brands a resounding success, pointing to unified systems that fueled digital growth and franchise expansion.[1][2]
Roots of a Bold Transformation
Two years ago, the company unveiled its new identity at a franchisee conference in Las Vegas. Then-CEO Jim Holthouser described the shift as a "no-limits vision" rooted in the strength of its seven iconic brands.[2] This move aimed to break down silos, centralize operations, and position GoTo Foods as a true platform company.
The rebrand followed a record year of growth, including over 1,150 signed franchise agreements and 398 new store openings worldwide. Holthouser emphasized that the name change highlighted the "craveability" of brands long favored by consumers and franchisees. It marked a departure from the previous Focus Brands era, which began in 2001 with acquisitions like Carvel and expanded through purchases of Cinnabon, Auntie Anne's, and others.[3]
Leadership Transition Fuels Momentum
Omer Gajial stepped into the CEO role in December 2025, succeeding Holthouser after his six-year tenure. A veteran of Albertsons, Amazon, and PepsiCo, Gajial brought expertise in digital strategy, merchandising, and loyalty programs to the Atlanta-based firm.[4] Under Holthouser, the company had already pursued aggressive co-branding and growth initiatives.
Gajial quickly endorsed the rebrand's impact. He noted that shared capabilities across the portfolio deliver "consistent, elevated customer experiences" in a competitive landscape.[1] GoTo Foods now oversees more than 7,300 restaurants, cafes, and bakeries as franchisor and operator.
Digital and Loyalty Metrics Soar
The unified digital infrastructure has proven transformative. Systemwide sales from digital channels, including loyalty programs and off-premise orders, nearly tripled since 2019.[1] Last year alone, the company added over 4 million loyalty members, who visit two to four times more often and spend more per transaction.
This shift reduces duplicative costs for franchisees while speeding up technology rollouts. The portfolio spans quick-service favorites:
- Auntie Anne's
- Cinnabon
- Jamba
- Carvel
- Moe's Southwest Grill
- McAlister's Deli
- Schlotzsky's
Franchising momentum remains strong, with commitments for over 1,400 global locations in 2025.[1]
Future Focus on Innovation and Adaptation
Gajial outlined plans to enhance personalization in loyalty programs and integrate artificial intelligence for operational gains. The company also eyes optimized locations like airports and campuses to turn impulse brands into destination spots amid declining mall traffic.[5]
These efforts build on the rebrand's foundation, adapting food court staples for a post-mall world through better experiences and tech.
Key Takeaways
- Digital sales tripled since 2019; 4 million new loyalty members added last year.
- Over 1,400 franchise commitments secured for 2025 across 70 countries.
- AI and personalization set to drive next-phase efficiency and growth.
GoTo Foods' rebrand has evolved from a name change into a platform powering sustained success. Which of these craveable brands draws you in most? Share your thoughts in the comments.
