Pasadena-Based International Brand Wetzel’s Preztels Experiences Historic Growth

Wetzel’s Pretzels, the international brand with over 350 locations known for their hand-rolled pretzels that are baked fresh and served hot from the oven, reported a record-setting 2021 during which same-store sales posted a 24-percent increase compared to pre-pandemic 2019.

Wetzel’s Pretzels was co-founded by Pasadenan Rick Wetzel. He and his wife Elise are co-founders of Blaze Pizza. Wetzel’s headquarters is on Hugus Alley in Old Pasadena.

“2021’s unprecedented sales speak to the health of this fun-loving brand,” Jennifer Schuler, Wetzel’s Pretzels CEO, said in a statement. “Wetzel’s has so many major accomplishments and milestones from 2021. 2022 is proving to be another great year.”

The brand made history this 2022 with its debut in the Rose Parade.

Wetzel’s Pretzels is pushing ahead with plans to open more than 40 new stores. Beyond conventional locations, Wetzel’s continues to expand its non-traditional presence through big-box retailers, convenience stores and mobile food trucks.

It also recently announced a partnership with Macy’s, starting with its first store-within-a-Macy’s at South Coast Plaza, and with more soon to follow.

Last year, the brand aligned with the Phillips 66 family of brands in order to “bring pretzels to the people,” and to generate additional revenue streams for Phillips 66 convenience stores.

Wetzel’s is also accelerating its food truck rollout, the company said.

The statement said the company is setting its sights on reaching their 400th store in 2023.

“Wetzel’s has historically been known as the classic mall treat. While we still believe in the mall and traditional growth methods, we’re ecstatic about the innovative and non-traditional models that are ripe for franchisee investment,” Jon Fischer, Wetzel’s Pretzels Chief Development Officer, said.

Recently, the company started a military veterans’ franchise program, called “From Force to Franchise,” which aims to assist qualified individuals who are interested in purchasing a franchise at a discount. It’s one way to say “thank you” for the veterans’ service and to provide them a platform to achieve their dreams of owning a business.

The company is also starting a new diversity initiative – the Wetzel’s Pretzels Access to Equity Program – which supports franchise ownership opportunities for women and minorities.