Wetzel’s New Concept is a Twist on its Best Parts


Wetzel’s Pretzels CMO Kim Freer observed two data points intersecting at a clear point. Snacking has tripled in the last decade, with 90 percent of Americans trading out a meal for a snack at least once per week. Meanwhile, Wetzel’s saw its same-store sales climb 11.3 percent last year as it expanded by 29 stores, building upon a nearly 24 percent jump the year prior versus 2019. So the 29-year-old brand entered 2023 riding a 35 percent three-year stack over pre-COVID days. Average-unit volumes were $856,000 in 2022 as well, up from $702,175 at the end of 2021.

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