The chain has partnered with the Pasadena-based “ghost kitchen” company to service an area devoid of Wetzel’s Pretzels brick-and-mortar stores.
Don’t get it twisted: Wetzel’s Pretzels thinks outside the storefront. According to Nation’s Restaurant News, the pretzel franchise is the first national chain to partner with Kitchen United, the Google Ventures-backed company that aims to help businesses grow through its off-premises kitchen facilities. Consider these “virtual” or “ghost” kitchens a co-working space for cooks.
Based in Pasadena, California, Kitchen United recently opened a facility in Chicago and has plans in place to open in Atlanta, Columbus and Scottsdale later this year. NRN reports that Wetzel’s Pretzels will begin using the virtual kitchen April 1, and because Kitchen United offers onsite pickup for third-party companies like DoorDash, Uber Eats and Grubhub, pretzels are likely to be available for delivery soon.
Wetzel’s Pretzels will reportedly join The Halal Guys, which recently began operating out of the Pasadena ghost kitchen as well. “I don't think this is better than opening a storefront that's a full-branded The Halal Guys necessarily,” Southern California franchisee Thomas Pham is quoted in the article, “but it’s a great alternative and cost-effective solution to quickly be able to cater to a market that doesn't have one of our restaurants close by.”
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