A MAJOR pretzel chain is making a big change to its stores.
Ever since MTY Food Group acquired Wetzel Pretzels for $207million, it has had big plans for the fast food restaurant.
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Part of that includes testing a new "street side storefront" known as "Twisted," according to the company.
The term Twisted refers to all of Wetzel's classics that offer more of a premium.
Specifically, the menu items are pretzels that are twisted and braided with dough.
They also consist of stuffed cheese and toppings and are sold in pizza bomb, bacon ranch, and triple cheese varieties.
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The first Wetzel restaurant to use this concept was its location in Orange County, California.
The location at 20 City Boulevard measures 1,200 square feet.
Now, the company has opened a second store using the Twisted strategy in Surprise, Arizona, located at 13668 North Prasada Parkway.
"Twisted by Wetzel’s builds on the core brand strength, providing an eating experience that’s both fun and convenient,” Steve Leibsohn, the franchisee of the Surprise store said in a statement.
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“Guests will love coming into our bright and energetic interior that showcases our playful persona, plus an open kitchen that highlights our heritage of artisan craftsmanship.
With the change, Wetzel is looking to expand outside of the malls and into more suburban and urban areas.
MORE ABOUT WETZEL
For those who are unfamiliar with Wetzel, it has been serving customers since 1994.
In addition to traditional pretzels, customers can order hot dogs, bites dips, and various types of lemonades.
Customers in select states can skip the line by ordering online or through its app or having their snacks delivered.
They can also sign up for its rewards program and enjoy perks and exclusive offers.
Members will earn points on their purchases and get a free pretzel after making their first order and on their birthday.
Wetzel stores are available in at least 25 states in the U.S. and Canada.
This year, Wetzel plans on having at least 400 locations.
Kim Freefer, chief marketing officer of Wetzel told Restaurant Drive that the pretzel chain is focusing on growth in California and Arizona currently.
By the end of the year, Wetzel plans on having two company-owned bakeries and one franchised one.
The U.S. Sun has reached out to Wetzel for comment.
OTHER FAST FOOD NEWS
The store plans of Wetzel come as other major fast-food chains have been expanding their menu for the summer.
For Example, Dairy Queen has brought back its caramel fudge cheesecake blizzard.
The treat features soft serve ice cream that's mixed with cheesecake and salted caramel pieces, as well as decadent fudge.
"This indulgent treat is the perfect end to a summer day, meant to be enjoyed on a warm night as you watch a summer sunset blaze across the sky," Dairy Queen said in a description of the caramel fudge cheesecake blizzard.
The Coffee Bean & Tea Leaf has launched new budget offerings for the summer.
This includes a breakfast bundle, as well as a $4 and a $3 menu.
The coffee chain also debuted two new menu items: the aloha cream cold brew coffee and peach cobbler cold brew tea.
Both will be available to order through August 15.
McDonald's fans have spotted the cookies & crème pie in the US.
While prices can vary by location, the sweet treat contains 220 calories and sells for $1.99.
McDonald's told The U.S. Sun that it will only be available in participating markets including Los Angeles, California; Seattle, Washington; Chicago, Illinois and New York, New York.
For more related stories, Burger King has launched two new spins on a fan-favorite.
And Coffee-Mate has confirmed a fan-favorite creamer has been axed.
