Wetzel’s Pretzels has plenty of momentum heading into the new year. The brand opened approximately 40 stores throughout 2023 following its acquisition by Montreal-based MTY Food Group, Inc. (MTY). It also expanded its reach internationally with the opening of Wetzel's in Toronto.

As Wetzel’s looks to have another banner year in 2024 filled with inaugural achievements like its 30th anniversary and 400th store opening.

“In 2023, we set the new standard as to what a pretzel brand can achieve,” says Vincent Montanelli, chief operating officer and brand leader at Wetzel’s. “From strategic expansions into Eastern Canada to the flourishing expansion of our food truck fleet, exclusive partnerships with major retailers and the debut of Twisted by Wetzel’s, we have propelled to new heights. We even introduced a new app that enabled seamless mobile ordering, showcasing our dedication to our customers’ convenience. Our current momentum combined with our growth strategy and development goals positions us as a standout leader in the snacking industry. As we look into 2024, we’re in a prime spot to ‘bring pretzels to the people’ in more ways than one with some bold initiatives ahead.”

One of the brand’s biggest innovations in 2023 was the introduction of Twisted by Wetzel's, a dynamic streetside concept revolutionizing the pretzel experience. Designed for in-store dining, grab-and-go and online ordering, Twisted by Wetzel’s brings ‘pretzels to the people’ in an entirely new setting, expanding menu offerings and boosting customer acquisition. Launched in La Habra, California, and Surprise, Arizona, the concept opened a third location in South Gate, California in January 2024.

“As we expand our nationwide and international presence, we have full confidence in furthering Wetzel’s reach in 2024,” says Jon Fischer, head of development at Wetzel’s. “Thanks to the committed, high-caliber owners and operators we seek, we always can anticipate a positive reception from the community.”