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Wetzel’s Pretzels bets big on bold prototype

Up to 40 sleek stores are planned by the Calif.-based brand

Nancy Luna, Senior editor, Nation's Restaurant News

March 30, 2018

2 Min Read
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Wetzel’s Pretzels is modernizing up to 40 new and existing locations this year as it tries to keep up with malls pivoting to upscale entertainment and food-driven tenants.  

Last year, the Pasadena, Calif.-based pretzel chain quietly introduced a sleek prototype concept at Westfield Garden State Plaza in New Jersey. The upscale mall, which recently went through a makeover, wanted Wetzel’s dated décor to blend in better with neighboring tenants.

“They don’t want the center of store to look like a swap meet,” Wetzel’s president Jennifer Schuler said in an interview with Nation’s Restaurant News.

The new look has since been added to 16 stores throughout the 340-unit chain. By the end of 2018, the company plans to bring the bold design to nearl...

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About the Author

Nancy Luna

Senior editor, Nation's Restaurant News

Nancy Luna is a senior editor at Nation's Restaurant News and a contributing editor at Supermarket News. She covers the industry's largest and most talked about fast-food brands including McDonald's, Starbucks, Chipotle Mexican Grill, Taco Bell, Pizza Hut, KFC and Subway. She is an award-winning journalist with more than 25 years reporting experience. As a veteran business reporter based in Southern California, Nancy has covered some of the country's most beloved food and retail brands including In-N-Out, Taco Bell, Trader Joe's, Aldi, Whole Foods Market, Target and Costco. Luna is a graduate of Cal State Fullerton. When she's not digging for news on her beat, you can find Nancy regaling her fans about her latest dining adventures on her Fast Food Maven social media channels. Contact nancy.luna@informa.com  or follow her on Twitter at https://twitter.com/fastfoodmaven

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