June 02, 2023 // Franchising.com // PHOENIX, AZ. – Wetzel’s Pretzels is baking up something special in the Phoenix area with the opening of their all-new and innovative storefront bakery – Twisted by Wetzel’s – later this summer in Surprise. This will be the first Twisted by Wetzel’s in Arizona following the concept’s debut in Southern California earlier this year.
Twisted by Wetzel’s takes snacking to another level, putting a modern twist on the brand’s classic pretzel by stuffing, topping and drizzling it to create new savory and sweet menu creations that truly are a feast for the eyes just as much for the stomach. Some of Twisted’s amplified treats include:
45 minutes from Downtown Phoenix and the Sky Harbor International Airport, the new Phoenix-area Twisted by Wetzel’s storefront will be located at 13668 N. Prasada Pkwy., within The Village at La Prasada. Its bright, colorful, modern interior will make for the perfect backdrop for its photo-worthy menu items, not to mention the perfect place to unwind and refuel after a hike or fishing trip to the area’s many beautiful outdoor destinations.
“Twisted by Wetzel’s transforms how to enjoy the fresh baked, super-premium pretzel that put Wetzel’s Pretzels on the map in Arizona 25 years ago,” said Chief Marketing Officer Kim Freer. “It’s fitting that our franchisee Steve Leibsohn, the mastermind behind Wetzel’s growth through multiple store formats within the state, is spearheading the first ever franchise-owned Twisted by Wetzel’s location.”
Since 1998, Leibsohn has been serving up handheld happiness to Arizonians across a plethora of Wetzel’s flexible formats, including malls, Walmart locations, stadiums and food trucks. Leibsohn and Wetzel’s are synonymous with shopping trips and are a staple during events at Chase Field and The Talking Stick Resort Arena. As a respected multi-unit operator who generously invests his time and resources to support worthy causes and other aspiring entrepreneurs, Leibsohn was recently recognized by the IFA as a 2022 Franchisee of the Year.
“I’ve been a fan of Wetzel’s high-quality, portable product and proven business model for decades and am always looking for new ways to grow the business. Opening Arizona’s first Twisted by Wetzel’s location was a no-brainer,” says Leibsohn. “The simple, scalable concept is a winning combination and I’m excited for the Phoenix area to sink their teeth into these new menu creations.”
SOURCE Wetzel’s Pretzels
Armed with a vision and a tasty recipe for soft pretzel perfection, Bill Phelps and Rick Wetzel opened the first Wetzel's Pretzels bakery in Redondo Beach, Calif., in 1994.