Wetzel's Pretzels Spearheads America's Snacking Resurgence


Wetzel’s recently announced a new opportunity in which c-store operators can open the pretzel brand inside Phillips 66, Conoco, and 76 branded locations. Schuler describes newer c-stores as a “different breed” where the food offerings are higher end, varied, and fresh. In addition to shrinking its core model to fit inside food trucks, c-stores, travel centers, and Walmart locations, Wetzel’s is working on a bigger version of itself with an expanded menu. The goal is to expand beyond typical kiosk stands inside shopping malls, which have limited whitespace opportunities. That’s ultimately how the brand reached a point where it was ready to once again bring pretzels to the people.

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