GoTo Foods—the parent group behind Auntie Anne’s, Cinnabon, Carvel, and other foodservice brands—has named Nathan Baldwin as its new Chief Brand Officer for Auntie Anne’s, effective September 2025.
Baldwin brings more than 25 years of experience across restaurant operations, franchise leadership, and brand strategy. Most recently, he was Group Vice President of Strategic Innovation at The Fresh Market, overseeing culinary R&D, restaurant concepts, private-label products, catering, deli and prepared meals. Earlier in his career, Baldwin held several senior roles at Chili’s, including Vice President of Restaurant Services and Vice President of Franchise Development and Strategic Growth.
His appointment comes as Auntie Anne’s pushes forward with a major modernisation strategy. The brand is rolling out a refreshed visual identity, including modular store formats designed for lower build-out costs, as well as expanded street-side, airport, and non-traditional locations. Already this year, Auntie Anne’s has remodeled over 150 stores with a “bold, modern and mobile-first” design.
In a statement, as noted by NRN, Mike Freeman, SVP of Brands at GoTo Foods, said Baldwin’s operational expertise and innovation mindset will help drive the snack chain’s next phase. According to Freeman, Baldwin also brings “a deep passion for keeping Auntie Anne’s front and center in the cultural conversation”, aligning closely with the brand’s refreshed identity.
Part of Baldwin’s mandate will be to accelerate Auntie Anne’s expansion through co-branded franchise locations, with development incentives offered for deals signed by December 15, 2025.
Auntie Anne’s move to hire Baldwin it confirms the brand’s deliberate and ambitious repositioning. The chain is no longer satisfied with being a mall staple; under Baldwin’s guidance, it’s clear that Auntie Anne’s is leaning into modern formats, non-traditional real estate, and a refreshed identity to court younger, on-the-go consumers.
Baldwin’s long history in franchise growth and innovation makes him a smart fit for this moment. His experience at Chili’s and The Fresh Market equips him to bridge Auntie Anne’s traditional DNA with its future-forward goals.
