Wetzel’s Pretzels (Wetzel’s), the nation’s leader in snacking and delicious pretzels, just made Sacramento a lot sweeter.
The opening of Wetzel’s in DOCO (Downtown Commons), located at 414 K St., expands the brand’s presence in California, fitting with its growing number of locations in numerous popular destinations such as Disneyland, Universal City Walk, and Crypto.com Stadium. Visitors can relish in tasty snacks and sips at their nearby favorite, just steps away from renowned concepts like Macy’s, Golden 1 Center and Yard House, making pretzels a convenient and enjoyable experience for the community.
“I wanted to take the brand to another high-profile area, and DOCO was an obvious choice,” says Ben Elias, who owns and operates Wetzel’s in Downtown Sacramento. “My personal love for soft pretzels motivated me to introduce these delectable snacks to arena visitors and downtown-goers, with the goal of propelling Wetzel’s to new heights. I’m excited to witness the enthusiastic response from my local community.”
Elias, a seasoned restaurateur with a professional history in educational administration and leadership, partnered with Wetzel’s because of its ease of operations and his genuine love for the brand’s fresh-baked pretzels. As the CEO of California Restaurant Group, Inc. and proprietor of a breakfast and lunch establishment in Livermore, California, Elias will embark on the expansion journey alongside his son, with whom he has cherished memories of enjoying Wetzel’s Pretzels. Following the recent openings of two additional bakeries within Macy’s Union Square in San Francisco, Elias continues to extend Wetzel’s reach as a beloved California favorite.
“We are confident we will reach more people throughout California by extending our brand into high-profile locations like DOCO,” says Jon Fischer, Chief Development Officer at Wetzel’s. “Ben’s passion for the brand is a fantastic example of the dedicated, high-quality operators we’re looking for. We are eager to support him along his journey.”
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 Downtown Sacramento 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.
Radiating its signature “Wetz” Coast vibe, Wetzel’s was founded in Pasadena 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.