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Wetzel’s Pretzels new CMO Kim Freer wants to take the pretzels out of the food courtWetzel’s Pretzels new CMO Kim Freer wants to take the pretzels out of the food court

Kim Freer joined the Wetzel’s team in September and thinks the digital footprint is the future for the snack brand

Joanna Fantozzi, Senior Editor

October 12, 2021

Snack brands — once relegated to food courts and airports — are evolving to meet the news of the modern consumer. Kim Freer, who became the chief marketing officer of Pasadena, Calif.-based Wetzel’s Pretzels in September, wants to bring the brand’s iconic pretzel snacks and lemonades out of the mall and into people’s homes. Food trucks, delivery/takeout, and retail locations are the future of snacking, she says.

“We’re on a mission to bring the pretzels to the people,” Freer said in an interview with Nation’s Restaurant News. “Before, the snack was a treat at the end of a retail shift or at the end of a shopping trip […] But how do we make the transition to a digital food court or become more of a destination?”

Freer said her primary goal is to improve the digital infrastructure of the brand so people can go out of their way to order Wetzel’s from an app on their phone, or drive into town, not just if they happen to see the brand during a mall shopping spree.

“There are many opportunities to deliver handheld happiness to our guests,” she said. “We continue to lean into this idea of accessibility. […] This flexibility of format has allowed us to go into new areas like tourist locations, convenience stores, Walmart and food trucks as well.”

Related:Wetzel’s Pretzels names former Blaze Pizza executive Kim Freer chief marketing officer

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About the Author

Joanna Fantozzi

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine.

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events.

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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