October 16, 2026 // Franchising.com // WORCESTER, Mass. – Wetzel’s Pretzels (Wetzel’s), the iconic brand known for its fresh, hand-rolled pretzels, is expanding its Massachusetts footprint with a new bakery inside the Supercenter Walmart in Worcester. The opening continues the brand’s partnership with the world’s largest retailer, bringing handheld happiness to new and growing markets nationwide. Located at 25 Tobias Boland Way, the bakery will serve guests throughout the central Massachusetts region.
The new store signifies Wetzel’s Pretzels expansion into high-traffic retail environments, including prime Walmart locations. Guests can expect craveable snacks and refreshing drinks, a perfect pairing for any shopping trip. Operated by a local franchisee group, the Worcester bakery marks the group’s second Wetzel’s location and the brand’s fourth in Massachusetts. After the franchise group opened its first location in Nashua, New Hampshire, last year, they look to help strengthen the brand’s growing presence on the East Coast.
“Opening our second location is a great next step for our team, and we’re looking forward to serving the Worcester community,” said Peter Vrettos, a representative for the franchise ownership group. “As we grow across the East Coast, we’re eager to deliver high-quality products and memorable guest experiences.”
The Worcester Walmart location showcases the flexibility of the Wetzel’s concept, offering a buildout design that is adaptable to the retailer’s footprint. As the brand further expands in non-traditional spaces, its store-within-a-store model proves ideal for integration into Walmart locations, with further growth planned nationwide.
“We’re thrilled for the brand’s growth in Massachusetts and operators who truly understand the guest experience and the strength of the Wetzel’s brand,” said Eric Weigel, Brand Leader of Wetzel’s Pretzels. “This opening in Worcester is another great example of the momentum we’re seeing across the country as more operators recognize the flexibility and long-term potential of our concept.”
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 500 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.