Wetzel’s Pretzels Opened 20 Locations Through Q2, On Its Way to 400 Locations

by Katie Lee

Pasadena, Calif. — Through mid-year, Wetzel’s Pretzels has driven a 9.1% increase in same-store sales and a 6.3% uptick in foot traffic. The brand opened 20 new bakeries through second quarter, well on its way to opening its milestone 400th location.

“Fueled by innovative marketing, digital enhancements and a variety of flexible store formats, Wetzel’s continues to set new high-water marks for AUV and store growth,” says Vincent Montanelli, chief operating officer of Wetzel’s Pretzels. “After finishing 2022 with a 35% increase in same-store sales versus 2019, we’re excited to see that momentum continuing this calendar year and look forward to the rest of 2023 and beyond, as we continue to craft moments of handheld happiness, one delicious pretzel at a time.”

The first half of 2023 brought to life one of the brand’s most notable introductions: the launch of Twisted by Wetzel’s, a new streetside concept that showcases the brand’s commitment to flexible format options and unique menu offerings. Combining culinary expertise with an immersive store design, Wetzel’s is reimagining pretzels, inspiring a new generation of snackers and setting the benchmark for innovation in the fast-casual food industry. The inaugural Twisted by Wetzel’s location opened this year in La Habra, Calif. Building on this success, the second Twisted by Wetzel’s location is set to open in Arizona this month, followed by a third location in California in fourth quarter.

With a record franchise development pipeline, Wetzel’s continues to grow its core mall footprint, while unlocking new pathways for expansion. The brand is quickly growing its food truck fleet, and creating new store opportunities through partnerships with high-profile retailers like Walmart and Phillips 66.

Wetzel’s has also launched a streamlined mobile app and loyalty program.

The brand also implemented technology to support bakery operations, forging a transformative partnership with 1Huddle to launch a digital training program. The interactive platform teaches through gamification, modernizing the onboarding experience and improving rollout ease and speed. By empowering team members with multi-lingual education at their fingertips, the new training initiative further solidifies Wetzel’s commitment to providing best-in-class support for its franchise community.

“By harnessing the power of technology and staying abreast of consumer trends, we’ve been able to elevate the guest experience, providing seamless convenience and access to exciting new flavors at their fingertips,” says Kim Freer, CMO at Wetzel’s. “At Wetzel’s, we’re laser focused on providing our franchise community with effective innovation that unlocks new revenue streams and drives traffic through thoughtful menu development, while maintaining a simple business model.”

Wetzel’s Pretzels was founded in 1994 by Bill Phelps and Rick Wetzel in Pasadena, Calif. Today, Wetzel’s Pretzels has grown to more than 375 bakeries. For more information, visit https://www.wetzelsfranchising.com.

SOURCE: Wetzel’s Pretzels

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