ATLANTA — NexCen Franchise Management Inc. will combine its two mall-based pretzel concepts, Pretzelmaker and Pretzel Time, beginning in April, the company has announced. The initial phase of the consolidation will aim to transition Pretzel Time locations to the Pretzelmaker name. Subsequently, most Pretzelmaker locations will be treated with a new logo and store design. The brands are managed by NexCen Franchise Management Inc., a subsidiary of NexCen Brands.
The consolidation of Pretzel Time into Pretzelmaker will create the second largest soft pretzel brand in the U.S. with more than 365 locations across 47 states and four countries outside of the United States. In April, NexCen Franchise Management will begin to convert approximately 30 Pretzel Time stores a month into Pretzelmaker units. This will be followed by an initiative to update existing Pretzelmaker locations with the new logo and store design. NexCen Franchise Management has already converted seven Pretzel Time locations in several domestic test-markets.
"After much consideration, it was decided that the Pretzelmaker name better represents the artistry of pretzel-making, while also communicating the quality and freshness of the brand," said Chris Dull, president, NexCen Franchise Management. "Having a clear brand definition enables us to better support our franchise community."
Though both brands have locations coast to coast, Pretzelmaker, which was established in Utah and has more than 185 locations in 33 states and four countries, has a greater concentration of stores west of the Mississippi River. Connecticut-born Pretzel Time, which operates more than 180 stores in 30 states, is predominantly located throughout the Eastern seaboard and Mid-America.
New stores and remodeled locations will feature signage with a new red, white and black logo. Walls will be painted with earth tones and flooring will be set with terra azul tiling. Store features will be accented by new recessed lighting. The marketing, development and operations teams at NexCen Franchise Management are poised to support all aspects of the consolidation from store remodeling to marketing communications.
Sean Falk, a multiunit franchisee in Ohio, Kentucky and Michigan was one of the first owners to bring a new Pretzelmaker into his mix of Pretzel Time locations.
"The Pretzelmaker design brings our concept up to date," Falk said. "It's modern, warm and more welcoming than our current design. It's a much better representation of our product."
Pretzelmaker and Pretzel Time are franchised concepts that specialize in offering hand-rolled soft pretzels, innovative soft pretzel products, dipping sauces and beverages. The brands were founded independently of each other in 1991, united in 1998 by Mrs. Fields Famous Brands and were acquired by NexCen Brands in 2007.
