Wetzel's Pretzels Expands Internationally Making its Debut at Toronto Union Station
Established Local Operator Twists into Ontario with New Bakery in Canadian Hotspot
TORONTO, ON – The tantalizing aroma of freshly baked pretzels is about to weave its way into the hustle and bustle of Toronto’s Union Station as Wetzel’s Pretzels (Wetzel’s), the California-based leader in snacking, embarks on an epic journey into Ontario.
With only five other locations in Western Canada, the highly anticipated opening of Wetzel's in Toronto expands the brand’s presence into a previously untapped market, fitting with its growing number of locations in popular and high-profile destinations. This recent expansion into Eastern Canada marks a significant milestone facilitated by Wetzel's recent acquisition by Montreal-based MTY Food Group, Inc. (MTY), utilizing MTY's experienced Canadian development team. Over the next 12 months, Wetzel’s aims to significantly expand the size of its Canadian footprint, further solidifying its place as a leader in snacking across the globe.
“We are excited to add Wetzel’s Pretzels to the portfolio of MTY Brands to develop in Canada,” said David Worts, EVP of Development for MTY Canada. “We have been able to leverage the synergies of the Wetzel’s brand with our experience and expertise in the Canadian market. This is an example of how the acquisition of Wetzel’s last December is already creating additional value for Wetzel’s and MTY.”
At the Wetzel’s Pretzels in Toronto Union Station, visitors can relish in tasty snacks and sips while at the high-traffic transportation hub that connects the city with the rest of the country. Its architectural beauty and historical significance make it a prominent landmark in the heart of city, making pretzels a convenient and enjoyable snacking experience for those going to and from Toronto.
“I have been in Toronto’s food scene for over 10 years, so bringing Wetzel’s into Toronto was a big achievement of mine and the brands,” said Bruce Lui, franchisee of Wetzel’s in Toronto Union Station. “With Wetzel’s as my new business endeavor, I really wanted to tap into the local catering and snacking phenomenon that Wetzel’s has already established as a brand. This strategic opening aligns with my dedication to introducing innovative and appealing street-originated food concepts to my local community. I anticipate further expansion in Canada along with my dedicated team.”
As the brand approaches its 30th anniversary in the business, it is strategically poised for another successful year with a concentrated effort on achieving the milestone of opening its 400th store. Wetzel's passion for ‘bringing pretzels to the people’ extends beyond traditional mall settings, encompassing airports, stadiums, food trucks, convenience stores, and major retailers like Walmart and Macy's, opening various revenue streams for franchisees. Known for its innovative take on soft pretzels, Wetzel's menu blends time-tested classics with fresh offerings. Guests at the Toronto Union Station location can indulge in iconic favorites, like the Wetzel's Original Pretzel and refreshing lemonade, or satisfy their sweet tooth cravings with perfectly baked Cin-A-Bitz.
“As we continue to develop our international footprint, we couldn’t be more confident in Bruce’s ability to thrive in Toronto,” said Jon Fischer, Head of Development at Wetzel’s. “Bruce is a fantastic example of the dedicated, high-quality operators we’re looking for both domestically and internationally. As we reach new pretzel enthusiasts, we’re eager to see the positive response from the community and reach more people in this new market.”
Radiating its signature “Wetz” Coast vibe, Wetzel’s was founded in Pasadena, California more than 25 years ago and has cultivated a strong following in the communities it serves. The brand inspires a fanatic following with its playful persona, “gram-worthy” snacks, and the moments of pure pretzel bliss it produces among friends, family and colleagues.
For additional information about Wetzel’s franchising opportunities, visit wetzelsfranchising.com.
About Wetzel’s Pretzels
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 almost 400 bakeries and continues to cultivate fanatics around the world with its SoCal vibes and “gram-worthy” snacks. Its cult-like following includes famous fans like Ben Affleck, Billie Eilish, Jimmy Kimmel, Kim Kardashian, and Meghan Trainor. As the nation’s leading pretzel chain, the franchise has received numerous accolades, most recently being named to Franchise Business Review’s 2023 Top Food Franchises and Entrepreneur’s Top 50 Franchise Companies Doing the Most to Champion Diversity lists. Wetzel’s recently opened a wildly popular new streetside concept, Twisted by Wetzel’s, which provides a twist on the iconic brand with an innovative menu and engaging store design.