FRANCHISING | Staff Reporter, China

Wetzel's Pretzels targets 50 sites in China by 2021

Their first site recently opened at the Reel Mall in Shanghai.

Wetzel’s Pretzels announced it has opened its first location in China, six months after signing a deal to enter the country.
The American pretzel brand’s first store at the Reel Mall in Shanghai is the first of three Wetzel’s Pretzels which are slated to open in the coming months, and one of the fifty the brand has in the development pipeline for China.

“Wetzel’s Pretzels offers a fresh-baked product, served fast. It’s a brand that will resonate well with consumers in Shanghai. With our first location open and corporate training center built, we’re looking forward to getting other locations up and running, and expanding the brand,” said Will Zhu, head franchisee for Wetzel’s Pretzels in China.

Their first site opened with its signature offerings such as made-from-scratch pretzels, Bitz, Wetzel Dogs and Fresh and Frozen Lemonade, and will introduce custom offerings seasonally to meet local flavor profiles and demand.

The additional two locations slated to open soon will also be in Shanghai, at Pacific Fresh City and Metro City, two major shopping destinations in the region.

“With a dense population and consumers seeking new and fresh products, Wetzel’s is well-positioned to come out of the gate strong with long-term success. While we continue to expand domestically, we see China and our partnership with Will Zhu as a solid pillar for our international growth trajectory,” Wetzel’s Pretzels president Jennifer Schuler said.

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