Pasadena-based Wetzel’s Pretzels Continues Unrelenting Growth in 2023

Wetzel’s Pretzels, the leading snack category brand headquartered in Pasadena, reports impressive sales and unit growth, driving a 9.1% increase in same-store sales and a remarkable 6.3% surge in foot traffic through mid-year.

With 20 new bakeries opening in the second quarter, the brand is inching closer to a historic milestone – its 400th location.

Founded in 1994 in Pasadena, Wetzel’s Pretzels now has more than 375 bakeries, including premier locations like Disney Springs at Walt Disney World Resort, Downtown Disney District at Disneyland Resort, and Universal CityWalk. Wetzel’s Pretzels also continues to cultivate fans worldwide.

“Fueled by innovative marketing, digital enhancements, and flexible store formats, Wetzel’s continues to set new high-water marks for AUV and store growth,” Vincent Montanelli, Wetzel’s Pretzels COO, said.

The brand’s launch of ‘Twisted by Wetzel’s,’ a dynamic streetside concept, dded a new dimension to snacking. Launched at the inaugural location in La Habra, the concept combines culinary expertise with an immersive store design, setting a benchmark for innovation in the fast-casual food industry.

Twisted by Wetzel’s is set to open two new locations: in Arizona next month, and California in the fourth quarter.

Wetzel’s Pretzels boasts a record franchise development pipeline, expanding its core mall footprint while exploring new opportunities through food trucks and partnerships with major retailers like Walmart and Phillips 66.

Embracing modern consumer preferences, Wetzel’s launched a streamlined mobile app and loyalty program. The brand also partnered with 1Huddle to implement a digital training program, modernizing onboarding and supporting its franchise community.

“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,” Kim Freer, Wetzel’s Chief Marketing Officer, said.

Product innovation has also been a significant focus, with the introduction of Frozen Horchata and Choco Churro Bitz, featuring a collaboration with Ghirardelli, and the latest Guava Mangonada drink, developed in partnership with Tajín, to meet diverse consumer demand.

For more information about the Wetzel’s franchise opportunity, visit www.wetzelsfranchising.com.