News

Wetzel's Pretzels opening in China

April 30, 2018

Wetzel's Pretzels, which has 340 units, is taking on China with its first location in the massive country set to open in the middle of this year. The Pasadena-based brand said in a news release that its initial growth in China is centered on Shanghai, with expansion plans for Beijing and southern China. 

The expansion is led by Wetzel's Pretzels master franchisee Will Zhu and his company, Golden Wheel Investment & Management, along with its China branch, Bakery (Shanghai) Restaurant Management Co. Ltd. With this strategic partnership in place, Wetzel's Pretzels plans to open 50 locations by 2021.

"Wetzel's Pretzels provides a fresh product that I believe will be appreciated and embraced by the local community," Zhu said in the release. "Additionally, the brand's operations are simple and streamlined, enabling our team to provide the fantastic experience to our guests which Wetzel's has become synonymous with."

The brand will launch with its signature offerings, including made-from-scratch pretzels, Bitz, Wetzel Dogs and Fresh and Frozen Lemonade, but  will also introduce custom offerings seasonally to meet local flavor profiles and demand.

"An experienced operator with retail and restaurant experience and holdings in advertising, real estate and construction companies across China, Will's passion for excellence and for Wetzel's Pretzels will translate well into the execution of the brand in China," said Doug Flaig, Wetzel's Pretzels VP of franchise development.

Wetzel's Pretzels President Jennifer Schuler said China's growing middle class, as well as the country's passion for foreign brands, make this good timing for the brand's unique products. 

"The high-traffic venues in China are looking for new, fresh concepts that resonate with consumers," Schuler said in the release.