Pasadena-Based Wetzel’s Pretzels Opens First Location in China

Wetzel’s Pretzels, the Pasadena-based fresh-baked pretzel company, has opened its first location in China, six months after signing a deal to enter the country. The location is the first of three Wetzel’s Pretzels which are slated to open this summer, and one of the 50 stores the brand intends to establish in China, according to a company statement Friday.

Wetzel’s Pretzel’s first store in China is located at the Reel Mall, one of the largest shopping centers in densely-populated Shanghai, a city of more than 24 million people. The Mall has more than 100 retail stores, is home to a movie theater, and connected to a major transportation hub.

“Wetzel’s Pretzels offers a fresh-baked product, served fast. It’s a brand that will resonate well with consumers in Shanghai,” said Will Zhu, master franchisee for Wetzel’s Pretzels in China. “With our first location open and corporate training center built, we’re looking forward to getting other locations up and running, and expanding the brand.”

During the summer, Zhu will also open an additional two locations in Shanghai, at Pacific Fresh City and Metro City, two major shopping destinations in the region. With an experienced operator executing the brand in high-traffic areas across Shanghai, Wetzel’s Pretzel is on track to open 50 in the country by 2021, the release said

“With a dense population and consumers seeking new and fresh products, Wetzel’s is well-positioned to come out of the gate strong with long-term success,” Jennifer Schuler, President of Wetzel’s Pretzels, said. “While we continue to expand domestically, we see China and our partnership with Will Zhu as a solid pillar for our international growth trajectory.”

The opening of the brand’s first China location featured its signature offerings such as made-from-scratch pretzels, Bitz, Wetzel Dogs and Fresh and Frozen Lemonade. The store will introduce custom offerings seasonally to meet local flavor profiles and demand.

Those interested in learning more about Wetzel’s Pretzels can contact Doug Flaig, Wetzel’s Pretzel’s Vice President of Franchise Development, at (805) 616.9799 or doug@wetzels.com. Operators who are looking to expand or diversify their holdings can also visit Wetzel’s Pretzels’ franchise site, www.wetzels.com/own-a-franchise.

Bill Phelps and Rick Wetzel opened the first Wetzel’s Pretzels bakery in Redondo Beach in 1994. Today, Wetzel’s Pretzels has grown to more than 340 fresh bakeries across the U.S. and around the world.