Handel’s Ice Cream hires former Wetzel’s Pretzels chief as CEO

Dive Brief:

Handel’s Homemade Ice Cream hired Jennifer Schuler, former Wetzel’s Pretzels chief, as its CEO, the company said in a press release Tuesday.
Schuler spent nine years at Wetzel’s, first serving as CMO, then later as president before holding the CEO post for five years. She has over a decade of marketing experience, including over four years as marketing manager at General Mills, per her LinkedIn profile.
Handel’s, which has roughly 130 units, expects to reach over $130 million in systemwide sales this year, compared to $29 million in 2019.

Dive Insight:

As CEO of Wetzel’s, Schuler helped grow the store from 200 to 350 units and increased average unit volumes 24% to just under $1 million, according to the press release. Schuler and her husband also purchased a Wetzel’s franchise in Minneapolis. During her tenure, Wetzel’s grew into non-traditional locations like inside Macy’s stores, food trucks and c-stores, and built a pipeline to reach 400 units. The chain also opened its first Twisted by Wetzel’s, a streetside concept that offers more meal options, during her tenure.

Schuler stepped down from her role at Wetzel’s last May, a couple of months after the chain was acquired by MTY Food Group for $207 million in late 2022.

Handel’s has been focusing on growth in both new and existing markets and is currently in 13 states, most recently expanding into South Carolina. The chain, which has over 65 franchisees, opened its 100th location last April, a 2,100-square-foot location in Rocky River, Ohio. Last year, Handel’s added 30 units to its system, expanding in key markets of Arizona, California, Indiana, Nevada, North Carolina, Oregon, Tennessee, Texas, Utah and Ohio.

Handel’s currently has availability in over 25 markets and offers various store formats, including walk-up and walk-in designs. The chain’s franchise requirements include a $50,00 initial franchise fee and operators must have a net worth of $500,000 and unrestricted capital of $250,000, according to its website. The company, which first opened in 1945, offers 48 ice cream flavors daily and over 140 flavors that rotate seasonally.