The Pasadena-based chain is ramping up its menu in stand-alone stores called Twisted By Wetzel’s.
Wetzel’s Pretzels is attempting to shape-shift with its new concept.
It’s called Wetzel’s Twisted, and it’s a little different from the chain’s usual locations, which are often in food courts of shopping centers.Sriracha Soul Dogz are on the menu at Twisted By Wetzel’s. S’mores Loaded Bitz are on the menu at Twiested by Wetzel.’s. “We really embrace the word ‘twisted,’” said chief marketing officer Kim Freer for the Pasadena-based chain. “We use that word for inspiration.”“We were always known for being fun and fresh and fast.
There are two Twisted locations. The first opened in La Habra, followed last month by a store in Surprise, Ariz., a suburb of Phoenix.The Twisted menu builds on Wetzel’s core items of hot dogs, pretzels and lemonade.
There are also loaded takes on Wetzel’s Bitz, which are bite-sized pieces of pretzel dough. Flavors include Bacon Ranch, Baja Elote and S’mores. Freer described the stores as whimsical, interesting spaces where customers could watch their orders go through a make line and then sit and eat.1331 W Imperial Highway, Suite A, La Habra.
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