A Twist on Success The pretzel company, Aunt Annie's, is focused on more than making dough. by Jennifer Jacoby-Smith     Success means different things to different people. However, ask the head of most major corporations and their definition of success is likely connected to profitability.   CEO Anne Beiler, however, says that success to her is “peace of heart and mind.” Coming from the founder of a flourishing corporation, that statement may seem strange.   Beiler has garnered numerous accolades as CEO of Auntie Anne’s, Inc. including making the list of the top 500 women entrepreneurs in Working Woman magazine. Her company is rated the No. 1 pretzel franchise by Entrepreneur magazine. Humble Beginnings   Each week Auntie Anne’s serves up tons of hand-rolled pretzels, ice cream, and cookies in their 730 or so outlets across the United States and 11 international territories, but it started humbly.   Raised in a simple Amish family in Pennsylvania, Anne Beiler’s work ethic was established early in life. “When you grow up on the farm you learn to work before you can walk nearly,” she laughs.   The third oldest of eight siblings, Anne says, “The overriding factor that I remember is the fun we had as a family — not going on trips or vacations because we didn’t have money for that, but just playing with my siblings and that was a very peaceful environment.”   After marrying Jonas Beiler in 1968 her life was simple, but idyllic. She and Jonas had left their Amish roots and found tremendous satisfaction in their Mennonite congregation. Jonas worked in a car repair shop, and the couple enjoyed their new baby girl, LaWonna.   Another baby girl, Angela, joined the family in 1973. The Beilers were thrilled. Looking back, Jonas says, “We had seven years of storybook type of marriage.” Tragedy Strikes   Unfortunately, tragedy struck in 1975. Their 20-month-old daughter, Angela, was run over by a tractor. The loss devastated the Beilers. “It was the first time in my life when I experienced emotional pain,” says Anne.   Finding it difficult to express their pain to each other or even identify the emotions they carried, their marriage floundered. Anne admits, “It was a very, very troubling time for us.”   After seven difficult years Anne and Jonas realized they needed outside help to repair their marriage and sought counseling. Slowly, the grief and the rift in their marriage healed.   During the healing process Jonas took a decided interest in the counseling.   “I was always curious as to what makes cars tick, and I think I had some of that (curiosity) about human nature as well,” says Jonas. “I always had a heart to help others.”   Jonas began to study counseling and started offering therapy to couples having marital difficulties. He dreamed of counseling full-time and establishing an affordable family counseling centre to help others in need. Perfect Pretzels   Jonas’ dream was the impetus behind Anne’s decision to takeover a booth at a local farmers’ market in 1987 — selling ice cream, pizza, and hand-rolled soft pretzels. The couple hoped to generate enough income to allow Jonas to expand his services.   The booth did well, but Anne wasn’t satisfied with the pretzels, vowing, “If we can’t have a good product, then I’m not going to sell pretzels. We’ll just do pizza and ice cream.”   Jonas replied, “Before you give up, why don’t you let me try something that I think might work.” Jonas’ secret ingredient turned the ho-hum pretzels into the most popular item at Auntie Anne’s.   Six months later, the opportunity came to buy a second booth at another market. Anne admits it was a nerve wracking move. After purchasing the new booth, she came home and dropped to her knees in prayer, looking for confirmation from God that they were doing the right thing.   Her answer came quickly as she felt the Lord say to her, “Fear not, for I am blessing you.”   Indeed He is. By the early 1990’s the Beilers were franchising their stores across the US, duplicating their early success.   “The reason for our success is the hand of God,” acknowledges Anne. Now Auntie Anne’s is expanding into Canada, having opened their first Canadian franchise in May, in Scarborough, Ontario. Twenty more Canadian stores are planned over the next five years.   Surprisingly, neither of the Beilers have any formal business training. In fact, neither went further than the eighth grade. “We weren’t drop outs, it just wasn’t part of our culture,” comments Anne.   But a lack of education and training didn’t deter the Beilers.   Says Anne, “I think many times we limit ourselves by thinking about what we can’t do. But one thing that [God] has really shown me ... is focus on what I can do and the gifts and talents He has given me.”   “I’ve learned to trust the process,” adds Jonas. “I think our faith plays a part in that. It’s a way to trust God — that He’s going to open the doors that need to be opened. And close the doors that need to closed. And give us the wisdom to know the difference.”  God opened the door for Jonas to realize his dream of starting a family counseling centre. The Family Resource and Counseling Center, which recently celebrated its tenth anniversary, currently offers therapy and a vast lending library to help strengthen families.   So far more than 10,000 families have been helped, but Jonas - the founder and executive director — wants to do more.   “I just know, as we look through our community, I know there’s more that needs to be done.” True Success   Auntie Anne’s have implemented many unique strategies over the years to demonstrate their commitment to marriage and family. One recent strategy allows fathers working for the company one week out of every month to stay home with their children until they are off to school, and to be there when the children return.   Anne relates, “One of our employees, with tears in his eyes, told me, ‘This is just wonderful ... I spent a whole hour with my daughter this morning which I typically don’t do, because I’m at work.’”   This is the kind of story that Anne and Jonas feel makes them a success.   Success, says Jonas, is “people taking care of people ... early on we’ve seen that we wanted to take care of our people.”   Clearly, the couple is humble about their success.   “It’s really difficult for Anne and I to claim success for ourselves by ourselves,” says Jonas. “Because we know it’s about God, and the people that came our way.”   “I really do believe that God uses ordinary people to do extraordinary things,” states Anne.   She adds, “Success is not about money. Being successful is being the best that you can be and feeling good about who you are. And being obedient to the will of God.” [LLN-Online] [Adopt-a-Block] [Newsbriefs][Event Calendar] [Lifestyles] [Juke Box] [Cover to Cover] [Movieguide][Casting the Net] [Viewpoints] [General Info] [Rates & Sizes][Marketplace/Classifieds] [Volunteer Ops] [Writing Guidelines] [Contact Us] [Subscribe][Archives][Good News] [About Us][Links]