Nation’s Innovative Snack Category Leader Gives Treasured Pretzel Legacy a New Twist with Imaginative Menu & Modern Design at Neighborhood Storefront Locations
Pasadena, CA (RestaurantNews.com) Get ready for a profoundly historic pretzel innovation in the baking. Wetzel’s Pretzels (Wetzel’s) is putting the perfect twist on pretzels with the introduction of Twisted by Wetzel’s, a never-before-seen street concept that takes Wetzel’s fun-loving brand and timeless menu and elevates it to a whole new level.
Amplifying the iconic brand’s crave-worthy, classic pretzels, Twisted by Wetzel’s satisfies today’s millennial and Gen Z generations through an expansive, innovative menu curated to provide an array of imaginative and elevated options. From savory to sweet, it features new creations that are stuffed, topped and drizzled to ultimate pretzel perfection. Some of Twisted’s amplified pretzel creations include:
Twistz – An ode to everyone’s favorite piece of the pretzel – the twist. Twisted and braided pretzel dough is stuffed with cheese and sprinkled with flavorful toppings. Select from the Pizza Bomb, Wetz Coast Club or Triple Grilled Cheese.
Dogz – The all-beef Wetzel hot dog guests know and love, now elevated. Options include the Baja Boardwalk, complete with jalapeños, green onion, slaw and Cilantro Baja Sauce atop a spiral bun, as well as Wetz Coast Classic, Sriracha Soul and Everything Bacon.
Loaded Bitz – Wetzel’s riff on loaded fries. Sweet and savory pretzel bites drizzled and finished with inventive toppings. Try crowd pleaser S’mores Bitz – classic Bitz, smothered in rich chocolate fudge, mini marshmallows, graham cracker crunch and chocolate chips. Other options include Bacon Ranch and Baja Elote.
Topped Pretz – A truly tempting treat, Wetzel’s traditional full-sized pretzels are topped with surprising flavors. Options include the Nashville Heat, covered in Wetz Cheese Sauce and dusted with Nashville spice, and the Maple Bacon, with a maple glaze and crispy bacon bits, among others.
Pretzel Chimney Cakes – The average ice cream cone pales in comparison to these twisted chimney cones. Our famous pretzel dough, rolled in sugar crystals and filled with creamy soft serve. Available in Cookies & Cream, Chocolate Brownie and more.
House-Made Drinks – Refreshing lemonades, floats and more, like the sweet and tangy Mangonada, made with real mango frozen lemonade, chili lime seasoning and enjoyed through a tamarind straw.
“Twisted by Wetzel’s embraces the magic or our core brand and elevates it to a whole new level, providing a bigger, bolder, more imaginative expression of Wetzel’s,” said Kim Freer, Chief Marketing Officer. “Building upon our legacy, we’re reimagining how and where these twisty treats are enjoyed. By bringing an innovative menu and engaging in-store experience to neighborhood locations, we’re making pretzels more fun and more accessible than ever before. We’re proud to debut this new concept in our home state of California, bringing our vision of a Wetz Coast Wonderland to life.”
Bringing Wetzel’s whimsical nature to fans in convenient neighborhood locations, the store design provides guests with a vibrant, immersive, 360-degree experience. It’s bright, energetic interior matches the brand’s fun, playful persona and its open kitchen highlights its heritage of artisan craftsmanship. Twisted by Wetzel’sactivates the brand’s mantra to “bring pretzels to the people” through a prototype that is suited for power shopping centers in densely populated urban, suburban and college town settings. Targeting optimal sites at 1,200 square feet with strong street visibility and the potential for outdoor seating, its locations will be optimized for both dine-in and online ordering occasions.
“We’re always looking for growth opportunities for new and existing franchisees to evolve with Wetzel’s,” said Jon Fischer, Chief Development Officer at Wetzel’s. “We’ve shown our ability to adapt to a variety of flexible formats, and the addition of Twisted by Wetzel’s helps us to unlock a powerful new pathway for expansion. Adding storefront locations to our portfolio allows us to bring pretzels to the people, wherever they are.”
Serving up the ultimate California vibe, the first Twisted by Wetzel’s location will debut this spring in Orange County at 1331 W Imperial Hwy. in the La Habra Marketplace.
For more information on Twisted by Wetzel’s visit www.twistedbywetzels.com.
About Wetzel’s Pretzels
Providing a fun, fresh take on soft pretzels, Wetzel’s Pretzels was founded in 1994 by Bill Phelps and Rick Wetzel in Pasadena, California. Drawing fans to its mouthwatering, portable snacks that are hand-rolled, baked fresh and served hot from the oven, word quickly spread about the delicious West Coast brand. Today, Wetzel’s Pretzels has grown to more than 370 bakeries, including premier locations like Disney Springs® at Walt Disney World® Resort, Downtown Disney® District at Disneyland® Resort and Universal CityWalk™, continuing to cultivate fanatics around the world with its SoCal vibes and “gram-worthy” snacks. Its cult-like following includes famous fans like Ben Affleck, Billie Eilish, Jimmy Kimmel, Kim Kardashian and Meghan Trainor. As the nation’s leading pretzel chain, the franchise has received numerous accolades, most recently being named to Franchise Business Review’s 2023 Top Food Franchises and Entrepreneur’s Top 50 Franchise Companies Doing the Most to Champion Diversity lists. Kim Freer was recently recognized by Entrepreneur as a Top 50 Franchise CMO Gamechanger and named to Fast Casual’s 2023 Women in the Lead list.