At a Glance

  • Wetzel's Pretzels plans to double its number of locations inside convenience stores over the next roughly two years. This news comes from an announcement the company made earlier this month.
  • The fast-food chain began its convenience store channel five years ago and has opened 20 such locations to date. A company spokesperson added that another 10 to 15 are in development.
  • While many convenience store retailers are strengthening their proprietary foodservice programs, more retailers are also leaning toward franchise models to drive food-led traffic growth.

In-Depth Analysis

According to the announcement, Wetzel's opened 20 locations in non-traditional venues such as convenience stores and airports last year. The company said its small "store-in-store" concept allows retailers to offer a full line of freshly baked soft pretzels in limited spaces.

The company touts its streamlined menu, which includes pretzels, hot dogs, and mozzarella sticks. The announcement noted that its small-format model "significantly reduces food costs compared to many traditional QSR concepts."

The spokesperson said that retail locations currently offering Wetzel's menu include Shell, 76, and Exxon. Its convenience store locations are mostly in California, but the brand has expanded to Illinois, Virginia, and Washington state, and has signed agreements to develop new stores in New Mexico, Kansas, Alabama, Nevada, and Arizona.

"In 2026, convenience store development will be a key avenue for Wetzel's national expansion," said Ross Duggal, director of franchise sales at Wetzel's Pretzels. "This model is a great fit for our brand and operators, offering convenience and quality to shoppers while creating significant growth opportunities for franchisees."

Wetzel's currently operates about 450 quick-service locations and plans to open its 500th store within this year.