Northern Idaho, meet Wetzel’s Pretzels.
The nation’s fun-loving pretzel brand is expanding in Idaho with a new trailer cruising through the Northern part of the state and in Spokane, Washington. The trailer will be owned and operated by local entrepreneurs and both retired U.S. Coast Guard couple, Robert and Patricia Murphy, setting new horizons for the brand and delighting pretzel enthusiasts in an exciting, untapped market and vibrant venue.
“We first tried Wetzel’s while we were stationed in Portland and we immediately fell in love with the brand,” says Robert. “When looking into business opportunities, Wetzel’s checked all the boxes, and we knew we wanted to bring it to our local community. A food trailer was an obvious choice, due to our ability to sell pretzels on-the-go. We’re excited to bring the trailer to community events and cruise around sharing delicious snacks,” added Patricia.
Before investing in Wetzel’s, Patricia held roles at Pizza Hut and Dairy Queen. Both also had extensive tenures in the U.S. Coast Guard. Pairing this alongside Robert’s multifaceted background, the pair are seasoned business operators ready to embark on this exciting new venture. As proud owners of a veteran-operated business, they are set to revolutionize the local snack scene. Acknowledging the lack of Wetzel’s and snack food trucks and trailers in Idaho, Robert and Patricia identified a strategic market niche and capitalized on the appeal of a quality, fan-favorite product. Their calculated business approach extends to catering major events and building a dedicated team for seamless operations.
Wetzel’s is putting its foot on the gas for a massive expansion of its food truck and trailer concepts and is more equipped than ever to satisfy consumers’ hunger for pretzels. With a rapidly growing mobile fleet and more in the pipeline, the brand is making its sweet and salty snacks more accessible than ever. Multi-unit operators are adding multiple trucks and trailers to their territory due to this high demand and feasibility, further driving the brand’s new unit growth.
“It’s operators like Robert and Patricia who allow us to keep growing,” adds Jon Fischer, Head of Development at Wetzel’s. “We’re always looking for passionate individuals or groups who want to grow alongside the brand and bring Wetzel’s into available markets. We’re confident they will make a positive mark in the state, bringing the SoCal vibes to more people throughout Idaho and beyond.”
As the brand approaches its 30th anniversary, it is strategically poised for another monumental year with a concentrated effort on expansion. 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 in Idaho 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.
Wetzel’s has been sharing its signature handheld happiness ever since its founding in Pasadena, California in 1994. The brand continues to attract a cult-like following in communities across North America through its cool, SoCal feel and crave-worthy snacks that cultivate special moments of pure pretzel bliss between friends, family, and colleagues.
