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.
