Wetzel’s Pretzels announced that beginning this week, visitors to the Indian Wells Tennis Garden will be served up from-scratch Wetzel’s Pretzels, Bitz and Wetzel Dogs, as the company has opened its newest location at the legendary tennis complex, located in Southern California.

In partnership with Levy, known as one of the fastest growing and most critically acclaimed restaurant companies specializing in premium sports and entertainment dining experiences, Wetzel’s Pretzels at Indian Wells Tennis Garden is a core part of the stadium’s newly added 100,000 square feet of guest space, which offers elevated dining choices such as Spago and Nobu, and thoughtfully curated Southern California craveable foods, such as Wetzel’s Pretzels.

Along with malls and outlet centers, Wetzel’s Pretzels at Indian Wells Tennis Garden is part of the company’s broader strategy to capitalize on non-traditional locations that have elevated dining offerings. Current kiosks and bakeries within the Wetzel’s Pretzel’s portfolio that align with this strategy include Staples Center in Los Angeles and Chase Field, home of the MLB’s Arizona Diamondbacks.

“Stadiums, outlet malls and other non-traditional centers are more and more looking to offer dining concepts that create scratch-made, fresh food, and that’s exactly what Wetzel’s Pretzels brings to the table,” says Wetzel’s Pretzel’s Chief Marketing Officer, Jennifer Schuler. “We know that non-traditional locations can be a great growth opportunities, and as we build on twelve straight quarters of same-store sales increases, this is an area of focus for us in 2017 and beyond.”