Pasadena’s Wetzel’s Pretzels Plans Strategic Expansion Across Northeast

Growth Opportunities Available in Key Regions for Multi-Unit Operators

Published : Tuesday, March 6, 2018 | 6:22 AM


From a single pretzel shop to more than 340 locations throughout the country, Pasadena-based Wetzel’s Pretzels has earned millions of fans with their signature scratch-made pretzels and their tangy, fresh lemonade.

Come March 20 through 22, interested multi-unit franchisees in the Northeast will have the opportunity to meet with Doug Flaig, Wetzel’s Pretzel’s Vice President of Franchise Development, as the brand views New Jersey and upstate New York as its next expansion areas, and are seeking qualified partners to open Wetzel’s Pretzels locations across the region.

Company officials said specific reasons Wetzel’s Pretzels has selected the Northeast for its targeted expansion include the fact there are now multiple properties available now to develop. The company mentioned Queens Center, Destiny Mall and King’s Plaza in New York, and Journal Square Train Station, Moorestown Mall and The Mills at Jersey Gardens in New Jersey as possible locations.

“With strong GDP growth and new business tax incentives, this is an area that is primed for a brand like Wetzel’s Pretzel’s to thrive,” said Flaig. “We invite those multi-unit operators who are looking to grow their portfolio to connect with us to explore opportunities.”

Wetzel’s accelerated growth plans for New Jersey and upstate New York come on the heels of another banner year for the company, which included consistent, industry-leading sales growth as well being named one of the top three fastest-growing snack concepts by Franchise Times Magazine, and a Top Franchise by Entrepreneur Magazine.

“Wetzel’s Pretzels’ menu items sit at a fantastic intersection of being quick, affordable snacks that are made from scratch with limited ingredients, exactly what today’s consumers are looking for,” said Jennifer Schuler, Wetzel’s Pretzel’s President. “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. We believe there is a tremendous opportunity in the Northeast and look forward to partnering with operators to bring this beloved West Coast brand to life throughout the region.”

Beyond traditional mall buildouts, Wetzel’s Pretzels is able to capitalize on various nontraditional locations as the brand offers a variety of build-out options to accommodate most any space, including both baking and non-baking kiosks, as well as remote units that can supplement a traditional in-line location. It’s a concept that can truly fit anywhere there is appropriate space.

Those interested in learning more about Wetzel’s Pretzels can contact Doug Flaig at (805) 616-9799 or Alternatively, operators who are looking to expand or diversify their holdings can visit Wetzel’s Pretzels’ franchise site.

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