Wetzel's Pretzels
| Company type | Private |
|---|---|
| Industry | Quick-service restaurant |
| Founded | 1994 in Redondo Beach, California, United States |
| Founder | Rick Wetzel, Bill Phelps |
| Headquarters | Pasadena, California , United States |
Area served | United States, Canada, Central America, Southeast Asia |
Key people | Jennifer Schuler (CEO) |
| Products | Pretzels, hot dogs, beverages (lemonades, granitas, boba drinks) |
| Owner | MTY Food Group |
| Parent | MTY Food Group |
Wetzel's Pretzels is a U.S.-based quick-service restaurant chain that specializes in pretzels and hot dogs, boasting over 370 locations throughout the United States, Canada, Central America, and parts of Southeast Asia. Most of its establishments are located within shopping centers, airports, amusement parks, sports venues, and mobile food trucks. The corporate headquarters is located in Pasadena, California.
History
Established in 1994 by Rick Wetzel and Bill Phelps, the first Wetzel's Pretzels store launched at the South Bay Galleria in Redondo Beach, California. The company's name originates from childhood nicknames of co-founder Wetzel.
In 1997, the founders secured investment partners such as John Davis and Gary L. Wilson, whose ties to Disney facilitated the brand's entry into Disneyland and Walt Disney World locations.
A majority stake was purchased in 2007 by Levine Leichtman Capital Partners, a private equity firm based in Los Angeles; at this time, Phelps maintained a 20% ownership while Wetzel held a smaller portion. After nine years, Levine Leichtman divested its controlling interest to CenterOak Partners LLC, headquartered in Dallas, in 2016.
Jennifer Schuler took over as CEO from Phelps in 2019. In December 2022, MTY Food Group acquired Wetzel's Pretzels for $207 million.
Food
The menu centers around Wetzel's signature pretzels such as the Wetzel's Original (available salted or unsalted), cinnamon sugar, and pepperoni varieties. Additionally, the selection includes Bitz—bite-sized pretzel snacks offered in Original, Cinn-a-bitz, and Pizza Bitz (pepperoni-topped) flavors. The menu also features the Wetzel Dog, an all-beef hot dog encased in pretzel dough, along with smaller portions called Dog Bites and Cheesy Dog Bites.
Beverages
Wetzel's is known for its freshly made and frozen lemonades available in classic and strawberry options. The drink menu further includes granitas and innovative boba popping pearls in flavors such as Cherry and Mango, positioning the brand as one of the first to introduce boba elements into the snack food sector.