Every once in a while, Arizona, and more specifically metro Phoenix, is selected as a launching point for a new enterprise from an existing company. The area around Phoenix offers restaurant researches an excellent starting off point, thanks in part to the demographical makeup of the region. Outside of lifelong Arizona locals, there is a growing influx of residents from California, not to mention all the snowbirds, both permanent and seasonal, that arrive from the Northeast and Midwest. It provides for a desirable sample size to see if a particular restaurant, or new menu item, will work. In the case of the latest opening, it is a brand-new restaurant from an established brand in the restaurant space.
Whether you have stopped by one in the mall or airport, or you generally walk on by, chances are you’re at least familiar with Wetzel’s Pretzels. This is one of those established brands that doesn’t require much to get off the ground, nor is it as expensive to maintain as other restaurant chains. It has often thrived on opening in areas where there is a good amount of foot traffic (back to those malls and airport terminals), as it gives customers a quick snack without the need to sit down. However, Wetzel’s Pretzels has been toying with the idea of expanding and opening a new kind of restaurant. It is doing exactly that with its all-new establishment, Twisted by Wetzel’s.
Basically, Twisted by Wetzel’s aims to be the updated offering of pretzels and snack food in general. Think of it as a pretzel shop meets ice cream shop, as you’ll be able to fully outfit your favorite snacks in all kinds of toppings. But it’s not just sweets. You can take the classic Twistz pretzel and then load it up with cheeses, sauces, pizza toppings, and so on. Want something with a little more heft to it? There is the classic all-beef hot dog that can be topped off with a Cilantro Baja sauce, bacon, Sriracha sauce, jalapenos, and so much more. You will also find loaded french fries, which can be taken down the savory road with meats and sauces on top, or down the sweet road, with chocolate chips, graham crackers, mini marshmallows, and so on.
Basically, if you’ve ever walked past a Wetzel’s Pretzels shop before and thought, “I’m hungry for something more than just a pretzel” this is the update for you. The shop in metro Phoenix is the second shop Wetzel’s Pretzels has opened in the United States (the first is located in Southern California) and it is found at 13668 North Prasada Parkway (this is in The Village at La Prasada).