PASADENA, CALIF. — Jennifer Schuler has been promoted to chief executive officer of Wetzel’s Pretzels, a soft pretzel bakery chain owned by CenterOak Partners that operates 350 locations. Ms. Schuler was most recently president of the company.
“I’m looking forward to working with our partners at CenterOak and the Wetzel’s Pretzel’s board to continue growing this brand both domestically and internationally,” Ms. Schuler said. “By leveraging our category-leading economics, operational simplicity and unmatched unit flexibility, we’re well-positioned to track toward our goal of 500 locations by 2021.”
Ms. Schuler joined Wetzel’s Pretzels in 2014 as chief marketing officer, a role she held until she was appointed president in 2017. Earlier in her career, she was a marketing manager for the Yoplait and Big G cereal brands at General Mills, Inc. Ms. Schuler also spent time with Focus Education as chief operating officer and with Midwest Center as vice-president of marketing and operations.
“Jenn is uniquely suited to take over the c.e.o. role at our organization,” said Bill Phelps, co-founder of Wetzel’s Pretzels. “Since joining Wetzel’s Pretzels as c.m.o. in 2014, she has combined her marketing and operations experience with global brands to drive same-store sales, profitability for our franchise partners and further growth for the brand domestically and abroad.”
Ms. Schuler succeeds Mr. Phelps, who has served as Wetzel’s Pretzel’s c.e.o. since it was founded in 1994. He will remain involved with the company as a board member and shareholder.