Lisa Fullerton: A Legacy of Leadership, Resilience, and Community

For more than 25 years, Lisa Fullerton, President and CEO of A Novel Idea (ANI), has been a familiar — and delicious — part of San Antonio’s landscape. While she wasn’t born in Texas, Fullerton considers herself a Texan through and through, having moved to the state as a teenager with her family. She attended Round Rock High School and later earned her degree from Texas State University, laying the foundation for a career built on hard work, resilience, and community. As the operator of multiple Auntie Anne’s Pretzels and Cinnabon franchises throughout San Antonio, ANI’s locations at North Star Mall, Ingram Park Mall, San Antonio Airport, and The Shops at La Cantera have become go-to destinations for travelers and shoppers alike.

Founded in 2000, A Novel Idea began with Auntie Anne’s Pretzels inside North Star Mall and grew to nine locations. In addition to growing her San Antonio locations, her company also operated in San Marcos for more than a decade, further strengthening her connection to the region where she once studied at Texas State University. Some business stories start with a plan. Fullerton’s began right next door. Long before Auntie Anne’s became a household name, founder Anne Beiler was Fullerton’s neighbor in Round Rock. That early connection evolved into a lifelong friendship and mentorship.

“I’ve known Anne for more than 40 years,” Fullerton said. “She’s been my business mentor, my spiritual mentor, and a close personal friend. That connection made this brand deeply personal for me.”

Building from the Ground Up

When Fullerton made the leap into ownership, she immersed herself. She worked in the stores every day during the early years while managing operations, personnel, accounting, inventory, and HR. Seventy-hour workweeks were her norm. “I prefer to lead by example,” she said. “If I’m asking others to do the work, I want to understand every aspect of the business myself.” That tenacity paid off. In an industry where the average lifespan of a food and retail business is seven to 10 years, ANI has sustained operations for more than two decades. “We like to say that we're a franchise business run like a family,” Fullerton said.

“The early years.” Lisa squeezes lemons at one of the Auntie Anne's locations in San Antonio, Texas.

Purpose Beyond the Business

Beyond commercial success, Fullerton has made community impact a cornerstone of ANI’s culture. Guided by Auntie Anne’s founding motto — “We give, to get, to give again” — ANI has raised and donated more than $200,000 to charitable partners, including the San Antonio Clubhouse, Alex’s Lemonade Stand Foundation, Food Pantry of Jeff Davis County, and Hill Country Daily Bread.

Her commitment to service also led her into small business advocacy, where she serves on Governor Greg Abbott’s Small Business Advisory Task Force and the National Federation of Independent Business (NFIB) board. She also currently serves on the national board for Alliance Defending Freedom (ADF), a legal ministry. In 2018, she was recognized with the International Franchising Association’s Give Back Award, followed by the NFIB Small Business Champion Award in 2019.

A Banking Partner Aligned with Values

As ANI evolved, Fullerton recognized the need for a financial partner that aligned with her values and long-term vision. “Even though we operate national brands, we are still very much a local business,” she said. “I needed a bank that felt like community.”

After initially moving her personal accounts to Broadway Bank, Fullerton discovered the depth of services available and transitioned her business relationship as well. “I was amazed by how expansive Broadway Bank’s offerings are,” she said. “From business banking to wealth management and trust services, they helped us think not just about retirement, but also succession and legacy planning.”

That holistic approach proved especially valuable as Fullerton transitioned into semiretirement and began evaluating strategic opportunities for the future. After 25 years of building her business in San Antonio, Lisa is now exploring expansion beyond Texas through a joint venture with the franchisees that purchased her mall stores in 2021. While her footprint grows, she remains deeply grateful to the San Antonio community that supported her vision from the very beginning. Her next chapter includes operating airport locations outside the state, currently negotiating on the purchase of existing locations in Ohio, and awaiting results of an RFP at one of the top 10 largest and busiest airports in the country.

“It’s not easy switching financial institutions, but I just felt like the personality of the bank, its values, and what it stands for were very much in alignment with who we are, what we represent, and what we stand for. And we have not been wrong. We have been delighted with the relationship.”

“You can’t have ego in business,” she said. “I’m not driven by the number of locations — I’m driven by the quality of opportunity. Broadway Bank understands that.”

Casey Seitz, SVP, Estate Settlement Specialist at Broadway Bank, works directly with Lisa. “Each of our clients has his or her own unique story, and Lisa’s is one of incredible work ethic as well as business savvy, combined with a personal touch.  She has worked so hard to create a successful business from the ground up, and I am proud of the multi-faceted relationship we have built for the Fullertons utilizing services from several lines of business across the Bank, including personal and business banking, wealth management, financial planning, consumer lending, and charitable giving,” said Casey. “Wealth management isn’t just about growing an investment portfolio; it’s about building a lasting relationship between clients and an advisor who understands both the practical and the personal.  This partnership has evolved into a friendship, and I look forward to being a part of their journey for years to come.”

Drawing from her own experience, Lisa offers practical advice for fellow business owners navigating growth and complexity:

“If you're looking to simplify or streamline your business services, consider Broadway Bank. They have a wide range of options. You might not need them all at the beginning, but you’ll likely need many over time. Their breadth of offerings allows your banking relationship to grow alongside your business.”

About Broadway Bank Wealth Management

At Broadway Bank Wealth Management, our team provides comprehensive financial guidance tailored to your unique goals. We deliver integrated expertise across investment management, trust and fiduciary services, retirement and estate planning, charitable giving, real estate management, farm and ranch management, and mineral management.

Rooted in the communities we serve, our highly credentialed professionals bring thoughtful, personalized guidance and the experience needed to help you navigate complexity with confidence.