Hyperfixed Pretzels to the People
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May 7, 2026 
Ricky Alam, a longtime Wetzel's Pretzels franchisee who runs several Atlantic Avenue locations, and Alexi Horowitz-Gazi, an NPR Planet Money reporter, unpack why multiple pretzel stands cluster together. They explore site selection, impulse-product tactics, real estate strategy, commissary operations, and how nearby kiosks can all stay profitable.
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Impulse Product Wins From Repeated Exposure
- Wetzel's core strategy is to sell an impulse product by maximizing exposure along pedestrian routes.
- John Fisher explained they place multiple small storefronts in high-traffic hubs so people encounter pretzels repeatedly and buy on impulse.
Multiple Stores Can Coexist For Impulse Brands
- Wetzel's tolerates close-proximity stores because impulse buys reduce cannibalization compared with destination restaurants.
- John Fisher said malls and stadiums can support multiple outlets since each captures different moments and routes of foot traffic.
Corporate Keeps Clusters Under One Owner
- Wetzel's corporate enforces single-franchisee control inside a single roof, so clusters under one roof are owned by the same operator.
- This prevents intra-roof competition and lets franchisees plan for some cannibalization strategically.