August 05, 2026 // Franchising.com // MESA, AZ. – Wetzel’s Pretzels (Wetzel’s), the iconic brand known for its fresh, hand-rolled pretzels, is opening a new bakery at one of Arizona’s top retail destinations. Situated at Cannon Beach Surf Park, the brand is set to bring its signature treats to Mesa. Husband-and-wife duo Keith and Athena Rozelle, first-time franchisees, will spearhead this location’s launch.
Located at the desert’s only surf-n-shop destination, renowned for its premier dining and retail offerings, the new Wetzel’s Pretzels will add even more flavor with its craveable snacks and refreshing line of signature drinks. The location reflects the brand’s expansion into high-traffic environments and gives the local community and Mesa visitors a perfect treat as they shop throughout the park.
“Opening our first Wetzel’s bakery is a great next step in both of our careers, especially working alongside my wife,” said Keith Rozelle. “We look forward to serving guests visiting this thrilling recreation and entertainment destination while bringing our fresh, hand-rolled pretzels to visitors, employees, and the local community.”
Keith and Athena both bring entrepreneurial and business backgrounds, with Keith having owned multiple businesses, including an HVAC company, and Athena working at a local dentist’s office. Together they plan to grow Wetzel’s brand by opening new locations in untapped territories.
“We are thrilled for Keith and Athena to open their first Wetzel’s location and expand the brand’s presence in Arizona,” said Eric Weigel, Brand Leader of Wetzel’s Pretzels. “Opening at Cannon Beach highlights the resilience and vibrancy of our brand. We’re confident that this location in the entertainment center will be a major hit for guests looking for a fresh, fast, and fun snack experience.”
For additional information about Wetzel’s franchise opportunity, visit https://www.wetzelsfranchising.com.
Providing a fun, fresh take on soft pretzels, Wetzel’s Pretzels was founded in 1994 by Bill Phelps and Rick Wetzel in Pasadena, California. Drawing fans to its mouth-watering, portable snacks that are hand-rolled, baked fresh and served hot from the oven, word quickly spread about the delicious West Coast brand. Today, Wetzel’s Pretzels has grown to more than 400 locations continuing to cultivate fanatics around the world with its SoCal vibes and “gram-worthy” snacks. As the nation’s leading pretzel chain, the franchise has received numerous accolades, most recently being named on Entrepreneur's Franchise 500 alongside Franchise Business Review's 2026 Top Franchises, 2026 Top Franchises for Women and Top Culture100 lists.
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.