CHARLOTTESVILLE, Va. (CBS19 NEWS) -- Auntie Anne’s Pretzels is trying something new by venturing out of the Fashion Square Mall and joining the Corner.
The new 1308 Wertland St. location is just a pop-up right now, but franchise partner, Brian Cowan, said if everything keeps going well, it will hopefully be a permanent location.
"The mall traffic is changing the trajectory of where the people are, so one of the things we like to focus on is taking pretzels to the people, and so that's what we're doing,” said Cowan. “The people are here at UVA so we're bringing the pretzels to UVA."
Cowan runs both the Fashion Square Mall Auntie Anne’s location and the Wertland location. He said the pretzel shop is working on more “non-traditional” locations.
"We're focusing more on the nightlife,” said Cowan. “We're focusing on the student life, so we're going to see products here that you may not see at a traditional location. Maybe a pizza product, maybe some flatbread sandwiches. You can definitely come in and get free Internet here."
The store silently opened during graduation weekend in May and things have been going well so far as word gets out.
"Definitely on weekends we're seeing a lot of business,” said Cowan. “We're open late on the weekends, 2:30, 3 o'clock, so we're getting a lot of folks that are leaving the nightlife at UVA. We're working on relationships with UVA as far as the medical side and the academic side, offering them specials and deals to get them to come in, so the foot traffic is coming up as people get to know that we're here."
He said he hopes they continue to be embraced by the new community.
"We had a really great experience during Midsummers,” said Cowan. “And so we're looking forward to the students to come back and being engaged in the community when they're here.”
Auntie Anne’s on Wertland is located in the alley behind Asado. It is open Monday through Friday 11 a.m. to 7 p.m. and on the weekend from 11 a.m. to 2 p.m.