Wetzel’s Pretzels Opens at Macy’s Union Square Offering Irresistible Snacking and Shopping

Wetzel's Pretzels

SAN FRANCISCO, Calif. – Twisty, salty deliciousness is now available at Macy’s Union Square.

Wetzel’s Pretzels (Wetzel’s) and Macy’s Union Square are offering customers the opportunity to fuel up with fresh-baked snacks as part of their retail therapy. Hot out of the oven, the dynamic duo opened two new Wetzel’s bakeries within Macy’s at the iconic Union Square.

Integral to many other highly-trafficked, premier locations, like Disneyland, Universal City Walk and Crypto.com Stadium, bringing Wetzel’s to Union Square was a natural fit. Shoppers can savor convenient, delectable bites and sips at both the innovative locations located inside the eight-story retail haven or at the bakery Wetzel’s store on O’Farrell Street attached to Macy’s Union Square.

“Like many, I have fond memories of enjoying soft pretzels with my son. It’s a signature experience when out shopping, and this innovative partnership makes it even more accessible to get a snack on-the-go,” said Ben Elias, who owns and operates both Wetzel’s at Macy’s Union Square. “We’ve felt such an immense amount of support from the Wetzel’s team and are eagerly anticipating all the joyful moments the bakery will create.”

Elias, an experienced restaurant owner with a background in education administration and leadership, joined Wetzel’s for its accessibility, ease of operations and his personal love of soft pretzels. The CEO of California Restaurant Group, Inc. and owner of a breakfast and lunch restaurant in Livermore, plans to expand into additional locations, including Macy’s Downtown Sacramento in the months ahead.

Like all Wetzel’s locations, the novel bakery format offers shoppers the same fresh, high-quality pretzels they have come to expect at traditional mall locations. Likewise, the bakery at Macy’s Union Square highlights the flexibility of the Wetzel’s concept, scaling to fit into a variety of spaces, from kiosk to streetside locations. Wetzel’s current locations within select Macy’s stores have been a massive success from day one, fueling its expansion into new locations nationwide.

“We’ve received an overwhelmingly positive response with our locations within Macy’s stores. Our growth strategy is focused on expanding the ways people can access our products, bringing more speed and convenience to meet guests where they live, work and play,” said Jon Fischer, Head of Development at Wetzel’s. “This expansion into Macy’s Union Square signifies the strength of our brand’s innovative spirit and we’re thrilled to be launching in even more Macy’s locations over the coming months.”

Radiating its signature “Wetz” Coast vibe, Wetzel’s was founded in Pasadena more than 25 years ago and has grown to command a strong following in the communities it serves. The brand inspires a fanatical following with its playful persona, “gram-worthy” snacks and the moments of pure pretzel bliss it produces with 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 more than 370 bakeries, including premier locations like Disney Springs® at Walt Disney World® Resort, Downtown Disney® District at Disneyland® Resort and Universal CityWalk,TM continuing to cultivate fanatics around the world with its SoCal vibes and “gram-worthy” snacks. It’s 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.

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy’s gives customers even more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated Macy’s small format stores. Each year, Macy’s provides millions with unforgettable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We’re guided by our purpose—to create a brighter future with bold representation that empowers more voice, choice, and ownership for our colleagues, customers, and communities.