Wetzel’s Pretzels, the U.S.-based quick-service brand (QSR) known for its freshly baked pretzels and snackable menu, is ramping up its expansion in convenience retail, with plans to double its c-store footprint over the next two years.
The move follows a strong 2025, during which the brand opened a record 20 outlets in nontraditional formats, including convenience stores, travel hubs and entertainment venues. The company has been steadily building this segment over the past few years, positioning it as a key driver of future expansion.
Currently, Wetzel’s operates around 20 convenience store locations, with an additional pipeline of new units under development. The brand’s smaller, flexible “store-within-a-store” format is designed to integrate seamlessly into existing retail environments, offering a lower-cost entry point for franchisees and partners.
The company has already established partnerships with major fuel and convenience operators such as Shell, ExxonMobil and 76, enabling it to scale across high-traffic roadside locations. While much of its current c-store presence is concentrated in California, expansion is underway across multiple U.S. states as the brand looks to diversify geographically.
Convenience retail is increasingly emerging as a strategic growth channel for quick-service brands, as operators look to enhance in-store food offerings and drive higher customer spend. Wetzel’s is leveraging this shift by aligning its compact format with the evolving needs of c-store operators.
The expansion push comes as the company approaches a major milestone, with its global store count nearing 500 locations. By doubling down on convenience retail, Wetzel’s is aiming to accelerate growth while maintaining a capital-efficient model for franchise development.
The strategy underscores a broader industry trend, where nontraditional locations are becoming central to franchise expansion, offering brands new avenues to scale beyond traditional mall-based and standalone formats.
