Wetzel's Pretzels Signs 75-Unit Deal for Saudi Arabia

    Industry News | February 29, 2016

    Wetzel’s Pretzels, the innovator in the fresh-baked pretzel category, announced it has partnered with the Fawaz Alhokair Group, one of the Middle East’s largest and most influential retail, real estate, and development companies, to bring hot and fresh Wetzel’s Pretzels to the region.

    Fawaz Alhokair Group is one of the leading groups of companies in the Kingdom of Saudi Arabia focusing on retail and real estate business sectors. The group started in 1989 as a partnership between three brothers. Today, the group has diversified from fashion retail business into other sectors. The diversification has further extended to cover nonretail business sectors such as real estate, construction, financial services, health care, and hospitality.

    Highlights of the Group include:

    • Management of more than 80 different brands, totaling 2,100 retail stores encompassing 5 million square feet of mall real estate.
    • The oversight of more than 12,000 employees across 17 countries.
    • Retail portfolio of Gap, Banana Republic, Zara, and Aldo.
    • Experience introducing quick service brands to the Middle East, including overseeing more than 100 Cinnabon, Carvel, and Seattle’s Best locations.

    “We were impressed with Wetzel’s Pretzel’s ease of operational execution and various offerings,” says Sultan Alhokair, group vice president of food and entertainment Fawaz Alhokair Group. “We’ve seen our guests crave simple-ingredient, fresh grab-and-go items, and Wetzel’s products meet those demands. We’re excited to begin introducing our guest to the products.”

    The deal is for a minimum of 75 locations over a 10-year period, with the Group’s first Wetzel’s location set to open at during the month of May 2016.

    “The Fawaz Alhokair Group has unmatched experience and resources across the retail, real estate, and mall development categories,” says Bill Phelps, cofounder and CEO of Wetzel’s Pretzels. “We have no doubt their access and insights will play a significant role in the brand’s success across the Middle East.”

    News and information presented in this release has not been corroborated by WTWH Media LLC.