Dive Brief:
- Wetzel’s Pretzels plans to double the number of its sites operating inside convenience stores over roughly the next two years, according to a company announcement earlier this month.
- The QSR chain began targeting convenience stores five years ago, and has amassed 20 of these locations so far, a company spokesperson said. Another 10 to 15 are currently in development, they added.
- While many convenience retailers have been boosting their in-house foodservice programs, others have leaned more on franchising to grow food-driven traffic.
Dive Insight:
Wetzel’s opened 20 of its restaurants in nontraditional locations like c-stores and airports last year, according to the announcement. The company said that its smaller store-within-a-store concept allows retailers to add its full fresh pretzel offering in a limited space.
The company uses its streamlined menu, which includes pretzels, hot dogs and mozzarella sticks, as a selling point. It noted that its smaller store model offers "significantly lower food costs compared to many traditional quick-service concepts,” according to the announcement.
Current retail sites that offer Wetzel’s menu include Shell Global, 76, and Exxon, a spokesperson said. Most of its c-store locations are in California, but the banner has expanded into Illinois, Virginia, and Washington, with agreements in place to develop sites in New Mexico, Kansas, Alabama, Nevada, and Arizona, the spokesperson added.
“In 2026, C-store development will be a key avenue for Wetzel’s nationwide expansion,” said Ross Duggal, director of franchise sales for Wetzel’s Pretzels. “This model is a perfect fit for our brand and operators, offering convenience and quality to shoppers while creating a significant growth opportunity for franchisees.”
Wetzel’s has about 450 QSRs in its network and is aiming to open its 500th location sometime this year.
