Wetzel’s Pretzels has opened its second bakery in Merrillville, Indiana, partnering with Walmart to bring freshly baked pretzels directly to shoppers. The new location highlights the brand’s strategy of expanding into non-traditional retail spaces, offering customers a convenient way to enjoy snacks while shopping. Leading this venture is veteran operator Ayman Hadi, who relocated to the United States in 2017 and transitioned from a career in nutrition and medicine to managing multiple Wetzel’s locations. Hadi now oversees nine bakeries across the country, including three in Indiana.
Hadi said he was drawn to Wetzel’s because of the brand’s commitment to quality and the people behind it. He aims to introduce more shoppers to the pretzel experience and provide a friendly, welcoming environment. “I was drawn to Wetzel’s Pretzels because of how the brand cares for both its products and its people,” he said, reflecting his dedication to both operational excellence and guest satisfaction.
The Merrillville Walmart location uses a store-within-a-store format, allowing the bakery to integrate seamlessly into the retail environment. This approach enables Wetzel’s to reach customers who may not visit standalone locations while maintaining the brand’s signature experience. By embedding bakeries in high-traffic areas, the company is exploring new avenues for growth and visibility in the fast-casual snack market.
Jon Fischer, Wetzel’s Head of Development, emphasized the brand’s adaptability and commitment to expansion. “As we continue opening more locations in Walmart stores, this initiative showcases our flexibility and how it allows us to reach even more communities nationwide,” he said. With this growth strategy, Wetzel’s Pretzels demonstrates how fast-casual brands can successfully combine retail partnerships with traditional franchise operations to enhance customer access and brand presence.
