Pasadena-Founded and Based Wetzel’s Pretzels Reports 3-Year Growth of 35%

Pasadena-headquartered Wetzel’s Pretzels enjoyed a banner year in 2022, reporting a staggering 3-year growth of 35% and a 50% increase in store openings projected for 2023. The iconic brand drove 11.3% same-store-sales growth, building on the 24% increase from the year prior.

Sales growth and national brand exposure catapulted franchise interest to an all-time high, the company said in a statement, creating an unprecedented store pipeline for the year ahead.

Wetzel’s Pretzels was founded in 1994 by Bill Phelps and Rick Wetzel in Pasadena, The company said it is focused on a simple, streamlined menu and business model, and that has allowed Wetzel’s to provide strong margins and reach new all-time highs in AUVs.

Franchise interest has been growing steadily and Wetzel’s has taken steps to ensure that anyone who wishes to own a franchise can do so. Through the Access to Equity Program, the brand is providing financial discounts, education, and mentorship opportunities to women and ethnic minorities. This commitment to diversity and inclusion earned Wetzel’s a spot on Entrepreneur’s “50 Franchise Companies Doing the Most to Champion Diversity” list.

In addition to its financial success, Wetzel’s also had a successful year in terms of PR, earning mentions from Jimmy Kimmel, Saturday Night Live, Cardi B, and more. The company was named to Franchise Business Review’s “Top 50 Franchises” list and Nation’s Restaurant News named it to its 2022 “Top 500.”

With its innovative menu, commitment to diversity, and positive PR, Wetzel’s Pretzels is setting the stage for a historic 2023. The company is poised to open its 400th location.

“Wetzel’s continues to outdo itself, setting the bar higher and higher each year. At the end of 2021, an average franchised store’s gross revenue was $850,000. Since, we’ve only seen AUVs continue to climb, reaching new all-time highs. Strong topline, coupled with a laser focus in providing a simple, streamlined menu and business model, allows us to keep delivering strong margins,” said Jennifer Schuler, Chief Executive Officer of Wetzel’s Pretzels.

“In 2023, we will have the biggest pipeline of new locations in franchise history, including the opening of our historic 400th location. This momentum will only carry on in the years ahead with plans in place to expand our growth strategy, discover new real estate opportunities and further develop our brand as the leader in snacking.”

Wetzel’s said it used its category leadership to advocate for greater diversity and inclusion within the restaurant industry. Through the creation of its Access to Equity Program, the company aims to increase owner representation by providing financial discounts, as well as educational and mentorship opportunities to women and ethnic minorities, with its first candidate set to open a store this year. The brand was recognized for its work in making franchise ownership more accessible, being named to Entrepreneur’s “50 Franchise Companies Doing the Most to Champion Diversity” list.

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