Business: Auntie Anne’s/Cinnabon

Location: The Pier at Caesar’s, Boardwalk, Atlantic City

Owner: David Fox, 40, of Bryn Mawr, Pa.

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Employees: 15 to 20

Auntie Anne’s/Cinnabon will have a full line of Auntie Anne’s products, hand-rolled pretzels in a variety of flavors, pretzel bites, pretzel dogs, pretzel sticks, all freshly made on site, when it opens in February.

Cinnabon will have its famous cinnamon roll, mini-rolls and other products made fresh there with Cinnabon dough. We will offer a large variety of beverages, including Chillattas in a variety of flavors, such as chocolate mocha and fruit flavors.

Both brands have phenomenal drink platforms, so on top of delicious baked goods, we’ll also have a lot of drinks to please customers. There are not a lot of co-branded Auntie Anne’s/Cinnabon stores in this country so far, but where they’ve done it, it has worked well. I think it’s a franchising trend now, to have one store front and maximize different day parts or have complementary products.

We are going to be on the first level right when you walk into the Pier, behind the waterfall feature — a unique space with a rounded storefront and with tremendous visibility. We will bake our products right there, and the aroma will be an amazing draw for people on the Boardwalk.

Since the end of 2008, I’ve had a Nathan’s Famous and a Haagan-Dazs at Trump Plaza on the Boardwalk. That Nathan’s is in the Top 10 in sales worldwide for Nathan’s. Hopefully, we’ll duplicate that success at the Pier. I’m also opening a Nathan’s at 30th Street Station in Philadelphia at the end of this year.

I’m looking to grow the business, but I’d rather wait than jump into a location that’s less than prime. The Pier location was such an incredible spot that it couldn’t be missed.

Entry: In my former life, I was a corporate attorney in New York and Philadelphia, and always had that entrepreneurial spirit. I love Atlantic City, and looked at Las Vegas, and wondered what I could bring to Atlantic City that’s not here and would appeal to the demographic here.

The future: I’m open to hearing about opportunities, but I think building two stores right now and running an existing one is enough to keep me busy.


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