Peter Vrettos, franchisee of the new Wetzel’s Pretzels at Pheasant Lane Mall. Courtesy photo

NASHUA – After nine years of operating a cell phone repair company with his father, Peter Vrettos has switched gears and is now the franchisee of the new Wetzel’s Pretzels at Pheasant Lane Mall.

The bakery is slated to open on Aug 28.

“I wanted to do something that was proven,” said Vrettos. “The Nashua opening at Pheasant Lane Mall is a new challenge that is driven by team building and growth. The Wetzel’s brand stood out because of its simplicity and the high-energy fans. We are ready to create an experience people look forward to, whether they’re grabbing a snack or building a career with us.”

The company was founded in 1994 in Pasadena, Calif. by Rchard Wetzel and William Phelps. During the past 31 years, Wetzel’s has grown to have 370 locations including Disneyland and Disney World. In 2019, Jennifer Schuler succeeded Phelps as the company’s CEO. Three years later, the company was purchased by MTY Food Group for $207 million.

Although Wetzel’s has made its way across the country, this will be the company’s first New Hampshire location.

Jon Fischer, head of development at Wetzel’s, said is “thrilled” that the company will now have a foothold in the Granite State.

“Expanding into Pheasant Lane Mall highlights the growth and liveliness of our brand,” he said. “We’re confident this location will be a hit for mallgoers looking for a fresh, fast, and fun snack experience.”

Until now, the closest location to Nashua has been at the North Shore Mall in Peabody, Mass.

“There’s a wide open market on the East Coast,” said Vrettos.

Vrettos is also very much aware of his competition: Auntie Anne’s. In response, he said Wetzel’s provides a pretzel that is two ounces larger than Auntie Anne’s. He also said there are several Auntie Anne’s locations where the franchisee is not present.

Vrettos vowed that this will not be the case at Wetzel’s, adding that he and his team will bring an unparalleled energy peppered with a steady flow of promotions and giveaways.

“We’re bringing some West Coast flair to the East Coast,” said Vrettos.

He also expressed his passion for having a dedicated team of employees, adding that he would be open to a profit-sharing program in the future.

“At the end of the day, it’s all about people,” said Vrettos. “I love bringing people up.”