NEWS

Sep
13
How Twisted by Wetzel’s is planning to disrupt the snack category



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The streetside restaurant concept is bigger than a traditional Wetzel’s and features a broader, more creative menu. In the spring, Wetzel’s Pretzels opened a new concept called Twisted by Wetzel’s that is quite different from anything the company has done in its nearly-30-year history. The company describes Twisted as a “street concept that takes Wetzel’s fun-loving brand and timeless menu and elevates it to a whole new level.” There are now two locations open and a third is under construction. No growth targets have been definitively set, but CMO Kim Freer is bullish on Twisted’s potential. That’s because it meets consumers’ increasing d...


Sep
06
A Twist Worth Waiting For: Wetzel’s Pretzels is Expanding in SoCal with Second Twisted by Wetzel’s Location

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There’s a new twist in town. The nation’s snack leader, Wetzel’s Pretzels, is continuing to expand its innovative streetside bakery concept – Twisted by Wetzel’s – with a second California location opening this fall.


Coming off the heels of the brand’s debut in La Habra earlier this year, Twisted by Wetzel’s is eager to open its second location in the greater Los Angeles area, and third location overall, to give fans another option for getting their pretzel fix. Located at 4757 Firestone Blvd in South Gate, Calif., the new Twisted by Wetzel’s will be in the heart of the Azalea Shopping Center, surrounded by a mix of retailers and restauran...


Aug
31
Wetzel's Pretzels 'Access to Equity' Franchisee Expands in Detroit

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Wetzel’s Pretzels (Wetzel’s), the nation’s fun-loving pretzel brand, recently expanded its Michigan footprint with a new food truck rolling through Metro Detroit. Savoring this momentous opening for the brand, Alicia Powell is operating the mobile bakery as one of the brand’s distinguished ‘Access to Equity’ entrepreneurs.


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Aug
21
Meet Wetzel’s Pretzels Newest Fans: Lori Harvey & Damson Idris

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Lori Harvey and Damson Idris were recently spotted enjoying their time at Disneyland over the weekend, including making a pit stop to pick up some Wetzel’s Pretzels along with our latest drink Guava Mangonada! Harvey is a model for high fashion brands like Dolce & Gabbana, Armani, and Burberry. Idris is an actor known for his roles on popular TV series like Snowfall on FX and Swarm on Prime Video.


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Aug
07
Wetzel’s Sets New Table

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But it’s now expanding outside of shopping malls by creating standalone locations. The new concept, called Twisted by Wetzel’s, has already launched at two locations in suburban neighborhoods in Orange County and Phoenix.


For the better part of its history, Pasadena-based fast-food company Wetzel’s Pretzels has made its money by selling pretzels, hot dogs and lemonade in shopping malls across the nation.


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Aug
01
Wetzel’s Pretzels Named to Top 50 QSR Contender for 2023 List

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The QSR 50 is an annual ranking of limited-service restaurant companies by U.S. system-wide sales. Wetzel’s Pretzels was named in the Top 25 brands ready through in the coming years.


View full list here


Jul
31
Twisted By Wetzel's to Open in Surprise, Arizona

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After a rousing success with the debut of its first ever location in Southern California earlier this year, those in Arizona are now experiencing the welcome surprise of warm and tasty offerings, with the opening of a new Twisted by Wetzel’s in Surprise.


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Jul
13
Wetzel’s Pretzels Is ‘Popping Up Everywhere’

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Walk through any mall in America, and you will likely smell the wafting scent of a freshly-baked pretzel. The handheld snack is a convenient quick bite when you need something to munch on or share with friends, which is part of the reason why pretzel stands are so popular that, and they are just really tasty. Wetzel's Pretzels has enjoyed steady growth, with a three-year improvement of 35% for same-store-sales growth, according to Nation's Restaurant News.


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Jul
11
Wetzel's Pretzels Rolls Out New Guava Mangonada Drink

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Wetzel’s Pretzels is making a splash this summer with its new refreshing Guava Mangonada drink, featuring the popular chili lime seasoning brand Tajín.


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Jul
07
Wetzel’s Pretzels Opening at Macy’s Dallas Galleria in Texas


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Wetzel’s Pretzels are giving customers the opportunity to fuel up with salty snacks as part of their shopping experience at Macy’s. Guests will enjoy convenient, twisty treats through an innovative bakery located next to the iconic retailer’s entrance to the Galleria mall. Wetzel’s has a packed pipeline for future growth in 2023, including opening a new location in Macy’s San Francisco Union Square and Sacramento Downtown Commons later this year.


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