Franchising

Wetzel’s Pretzels opens Massachusetts location

Photo: Shutterstock

October 19, 2026

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Wetzel's Pretzels has opened a new bakery inside a Walmart Supercenter in Worcester, Massachusetts, marking its fourth location in the state and further expanding the brand's presence in high-traffic retail environments, the company has announced in a news release. The store will serve customers throughout central Massachusetts as part of the brand's ongoing partnership with Walmart.

The location is operated by a local franchisee group and represents the group's second Wetzel's Pretzels bakery. Following the opening of its first location in Nashua, New Hampshire, last year, the group is continuing to build the brand's presence across the East Coast.

"Opening our second location is a great next step for our team, and we're looking forward to serving the Worcester community," Peter Vrettos, a representative for the franchise ownership group, said in the release "As we grow across the East Coast, we're eager to deliver high-quality products and memorable guest experiences."

The opening highlights the adaptability of the brand's store-within-a-store model, which allows its bakery concept to fit within Walmart's existing retail footprint.