Pasadena-Headquartered Wetzel’s Pretzels Has Expansion Plans in the Oven

Published : Tuesday, October 8, 2019 | 12:32 PM

Wetzel’s Pretzels’ board room has signalled its faith that the world that needs more salty baked goods with plans for east coast expansion.

The Pasadena-based fast-food brand that has cultivated fans for more than 20 years, thanks to its scratch-made pretzels, fresh lemonade and craveable Cin-a-Bitz, will host exploratory meetings with qualified multi-unit operators in Tysons, Virg., on Oct. 23 and Oct. 24.

According to Restaurant News, Doug Flaig, vice president of franchise development, will be convene the meetings.

Wetzel’s targeted growth plans for Virginia come on the heels of another banner year for the company, which included consistent, industry-leading sales growth as well as being recognized as a growth concept by publications like Entrepreneur Magazine and Franchise Times.

Beyond Wetzel’s Pretzels’ sales momentum, the company’s leaders view Virginia as an opportunity, thanks to the state’s strong growth, a friendly regulatory environment, and low sales and corporate income tax rates.

Wetzel’s is considering real estate opportunities at Tyson’s Corner, Potomac Mills, Chesterfield Town Center, and White Marsh Mall in Maryland, the report said.

Beyond traditional mall buildouts, Wetzel’s Pretzels capitalizes on various nontraditional locations, offering a variety of build-out options to accommodate almost any space, including both baking and non-baking kiosks, as well as remote units that can supplement a traditional in-line location.

“This brand is positioned for immediate and long-term growth thanks to operational simplicity, unit size flexibility and the corporate team’s core focus on franchisee profitability, said Jennifer Schuler, the company’s chief executive officer, told Restaurant News. “We believe there is a tremendous opportunity across Virginia and look forward to partnering with operators to bring this beloved West Coast brand to life throughout the area.”

Those interested in scheduling a discussion with Doug Flaig can email or visit the chain’s franchise site,

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