After A Successful 2020, Pretzelmaker Prepares to Open Five New Units in 2021

Pretzelmaker**®**, the iconic pretzel brand with 234 locations in 10 countries, was uniquely well-equipped to tough out the most difficult months of the pandemic thanks in large part to the support of its multi-brand franchisor, Global Franchise Group. Now, as the world begins to reopen and consumers return to shopping centers, malls and other high-traffic retail venues, Pretzelmaker plans to open five new units by the end of 2021.

“Despite the fact that many Pretzelmaker storefronts are located in high-traffic venues that were impacted by the pandemic, we were able to navigate as a brand to make it out on the other side,” said Paul Damico, CEO of Global Franchise Group. “Now, not only is the brand bouncing back but it's poised for growth and continued innovation in 2021. The low price point and familiarity of the brand has been a huge benefit: people crave a familiar favorite and are looking for comfort now more than ever.”

Despite the challenges COVID-19 placed on the restaurant and foodservice industry, Pretzelmaker opened four new locations in 2020 including its first Fresh Twist by Pretzelmaker. An all-day concept perfect for non-traditional spaces, Fresh Twist offers breakfast and late-night menu options made using the brand's proprietary pretzel bread. The concept, which debuted on Troy University's campus, is poised for continued growth as colleges across the country prepare to reopen.

Pandemic performance

For most snack brands, 2020 was a disaster. But according to Chris Cheek, Global Franchise Group’s chief development officer, Pretzelmaker was buoyed by a number of key operational features that helped franchisees continue to operate successfully.

Pretzelmaker franchisees benefit from a low-overhead operational model, allowing them to stay in the black even as consumer spending dipped. In addition to the brand’s flexible and small-footprint store model, all of the pretzel dough is prepared in Global Franchise Group’s massive 37,400-square-foot production facility in Atlanta and shipped to stores, eliminating the burden of production costs or additional labor from franchisees.

Global Franchise Group also manages a robust supply chain for franchisees, negotiating costs and ensuring that Pretzelmaker owners benefit from lucrative supplier relationships that independent operators are unlikely to secure.

“This is a brand that was designed specifically to operate in just about any condition, and you couldn’t ask for a better example of its strength than 2020,” Cheek said.

Market opportunity

Warm, soft pretzels have proven to be an evergreen snack favorite across all demographics and in a range of settings where consumers are primed to spend, including sports venues and tourist attractions. With a low price point, pretzels make for a frictionless impulse buy, especially for families with hungry children between mealtimes. Offering a variety of sweet and savory options in addition to pretzel bites, pretzel dogs and world-famous lemonade, the brand has established itself as a leader within the snack food category.

While Pretzelmaker continued to find success throughout the COVID-19 crisis, many competing snack brands were not so fortunate. The result is a rare surplus in prime commercial real estate and landlords eager to fill their vacancies.

“Some of the best locations in high-traffic areas are typically hard to come by, and brands will stay in those spots for years and years,” Cheek explained. “Right now, not only are there more prime locations available than ever before, but landlords are willing to negotiate in order to get these spaces filled as quickly as possible. That creates a huge advantage for our franchisees as they grow with us.”

Since 1991, Pretzelmaker® has specialized in serving fresh baked, hand-rolled soft pretzel products, dipping sauces and beverages. Long recognized as an innovator in their industry, the brand is credited with inventing the popular Pretzel Dog, Mini Pretzel Dogs, and the portable Pretzel Bites. Pretzelmaker is currently the second-largest soft pretzel concept in the United States and is also rapidly expanding worldwide with locations in Canada, Guam, Saudi Arabia, and Mexico.

Pretzelmaker has recently introduced a new twist to the brand, the Fresh Twist by Pretzelmaker concept. Fresh Twist by Pretzelmaker is perfect for colleges/universities, airports, and transportation centers. The menu offers breakfast sandwiches on pretzel buns, Cinnamon Toast Pretzel Sticks, Pretzel Flatbread Pizzas and Pepperoni Pretzel Rolls in addition to its fresh hand-rolled Pretzels, Pretzel Bites, Pretzel Dogs and all-natural lemonades and smoothies.