[WOW] Don't Get it Twisted: Lenox Square Adding Second Soft Pretzel Eatery

A new location of Wetzel's Pretzels is coming soon to metro Atlanta.  The new pretzel shop is slated to open in the food court at Lenox Square in Buckhead.  The new outpost would be the third traditional unit and sixth overall in metro Atlanta for the California-based chain.

Wetzel's Pretzels will occupy a 320 square foot space most recently home to "Mango Lovers," and before that, Peachtree Pint.  The space has in years past also played host to the ill-fated "The Wafflery," and before that, Cinnabon.  

Interestingly, the new pretzel shop would be a stone's throw from an existing Auntie Anne's which is located on the mall's plaza level, one floor above the food court, just outside Bloomingdale's.  While having both an Athleta and a lululemon, or a J.Crew and a Gap is not uncommon - people might purchase from both - having two soft pretzel shops so close is strange, as it's highly unlikely that one would buy from both in one visit.  

Wetzel's Pretzels was founded in 1994 by Rick Wetzel and Bill Phelps in Pasadena, California. The company has in the decades since expanded through franchising to now include more than 400 locations.  (In 2011, Wetzel, along with his wife Elise, started Blaze Pizza, also in California, which in 2024 relocated its headquarters to Atlanta.) 

In metro Atlanta, Wetzel's Pretzels has locations in Mall of Georgia in Buford and Sugarloaf Mills in Lawrenceville, both, like Lenox Square, Simon-owned malls. Wetzel's newest Atlanta area locations have opened in Walmart stores on Cobb Parkway in Marietta and on GA-34 in Newnan.  (The Marietta location, which opened this past fall, is currently for sale for $599K.)  

Wetzel's was in December 2022 acquired by MTY Food Group, a holding company that also includes Cold Stone Creamery, Pinkberry, and Planet Smoothie, the latter two of which previously operated units within Lenox Square.  

Are you surprised that another pretzel shop is coming to Lenox Square?  Have you had Wetzel's Pretzels?  What is your favorite snack eatery? 

Please share your thoughts below.