Pasadena-Based Wetzel’s Pretzels Heads Towards Opening Its 400th Store in 2024

Wetzel’s Pretzels, the well-known national pretzel brand that was born and raised in Pasadena, is set to mark two significant milestones: its 30th anniversary and the opening of its 400th store.

These achievements come on the heels of a year of considerable growth in 2023.

The company’s expansion strategy, which included the opening of approximately 40 new stores last year and an international foray into Toronto, underscores its position as a leading player in the snacking industry.

“In 2023, we set the new standard as to what a pretzel brand can achieve,” Vincent Montanelli, Wetzel’s Pretzels COO & Brand Leader, said in a statement. “Our current momentum combined with our growth strategy and development goals positions us as a standout leader in the snacking industry.”

Wetzel’s innovative approach was evident with the introduction of Twisted by Wetzel’s, a dynamic streetside concept that revolutionizes the pretzel experience. The concept, which launched in La Habra, California, and Surprise, Arizona, opened a third location in South Gate in January 2024.

“As we expand our nationwide and international presence, we have full confidence in furthering Wetzel’s reach in 2024,” Jon Fischer, Head of Development at Wetzel’s, said.

In 2023, Wetzel’s said it advocated for greater inclusion within the restaurant industry through its Access to Equity Program. The program offers discounted initial franchise fees and additional support, including business education, mentoring, and exclusive discounts.

In 2024, the company plans to introduce new and innovative food items, just like it did in 2023 when it collaborated with Ghirardelli and Tajín to create Frozen Horchata, Choco Churro Bitz, S’mores Bitz, and the Guava Mangonada drink.

Wetzel’s added they’re also planning to bring back some classic pretzel favorites to keep the brand fresh and exciting in the snack industry.

For more about Wetzel’s Pretzels, visit www.wetzels.com/home.