The annual NRN Power List is the definitive list of industry leaders who are not only setting trends today, but also shaping them for tomorrow.
Evolving with the mall
The annual NRN Power List is the definitive list of people setting foodservice trends today and shaping them for tomorrow. See the full list >>
Jennifer Schuler, CEO, Wetzel's Preztels
Schuler rose through the ranks quickly at Wetzel’s Pretzels. She started in mid-2014 as chief marketing officer and was promoted to brand president in October 2017.
On Jan. 1, 2019, she became only the second CEO in the brand’s history, replacing co-founder Bill Phelps, who stepped down after 25 years.
As president, Schuler led initiatives to add or remodel units in “A” location malls with a higher mix of restaurant and entertainment tenants, which drives more foot traffic.
In 2017, she spearheaded the introduction of a bold new Wetzel’s prototype at a remodeled Westfield mall in New Jersey. The redesigned look includes contemporary graphics, softer yellow hues and an enhanced exhibition counter to showcase the pretzel-making process.
She also became a Wetzel’s franchisee last year when she took over two locations inside the Mall of America in Minnesota. She said it gave her a “guttural level” look at the challenges operators face including rising labor costs and maintaining a quality workforce.
