Franchising

Wetzel's Pretzels opens location in Colorado Walmart

Image: Wetzel's Pretzels

April 17, 2024

Wetzel's Pretzels has opened a location inside a Walmart store in Aurora, Colorado. The bakery is owned by Juveisa Prada, a longtime Wetzel's employee who participated in the company's Access to Equity program. This program offers financial assistance and mentorship to aspiring entrepreneurs from minority and women-owned businesses, according to a press release.

The in-store bakery offers Wetzel's signature fresh pretzels similar to their traditional locations. This format reflects the brand's adaptability to various settings, including food courts, shopping malls and mobile food trucks.

"I was attracted to the brand's delectable snacking concept, the company's guiding philosophy and the benefits of the 'Access to Equity' program," Prada said in the release.

Prada has served as a Wetzel's store manager for more than two years and boasts over two decades of experience in the restaurant industry. "These factors collectively empowered me to pursue my dream of owning a business. The strategic placement of our new location within one of the world's largest retailers gives me unwavering confidence as we bring the brand to the Aurora community."

Wetzel's Pretzels, founded in California in 1994, is known for its fresh-baked pretzels and loyal customer base. The company offers franchise opportunities with a proven business model and ongoing support for franchisees.

"Through our Access to Equity program, we're proud to provide Juveisa with the necessary pathway to business ownership," Jon Fischer, head of development at Wetzel's Pretzels, said in the release. "Incorporating our partnerships into our beloved snacking concept provides all the right ingredients to implement success and confidence within our franchise system."

Wetzel's Pretzels has more than 400 bakeries.