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,” says 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,” says 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,” says 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.
