Wetzel’s Pretzels, a beloved brand known for its warm, salty pretzels, has been experiencing unprecedented growth outside of malls. With a focus on high-traffic spots and food trucks, the brand is expanding both domestically and internationally while also prioritizing menu innovation.

Jon Fischer, head of development at Wetzel’s Pretzels, has been instrumental in driving the brand’s growth. In the past two years alone, the company has broken records for the most store openings in a year, with nearly 450 units currently in operation. Fischer attributes this success to a dedicated team and a shift in focus from traditional mall locations to high-traffic areas and food truck initiatives.

One of Wetzel’s Pretzels’ recent milestones was the opening of its first international location in Indonesia. With a master franchise agreement covering the entire country, the brand has quickly established a presence with multiple store openings. Fischer believes that the appeal of warm, soft pretzels transcends cultural boundaries, making it a viable option for international expansion.

In addition to its physical locations, Wetzel’s Pretzels has also been exploring new opportunities in the snack market. With research showing that Americans are snacking more frequently, the brand has introduced a variety of new menu items, including refreshing drinks and nostalgic treats. Fischer emphasizes the importance of staying innovative and keeping up with trends to meet the evolving preferences of customers.

Looking ahead, Wetzel’s Pretzels is planning to test a breakfast menu in select markets. Fischer envisions incorporating the brand’s signature pretzel dough into breakfast sandwiches and other morning offerings to cater to a wider audience. The brand is also actively seeking franchisees who share its passion for quality products and community engagement.

Overall, Fischer believes that Wetzel’s Pretzels’ success lies in its commitment to providing the best products and creating a fun and engaging brand culture. With a focus on expansion, menu innovation, and customer satisfaction, the brand is poised for continued growth and success in the competitive snack market.