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.
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.
12 comments:
Is Robin Sparkles going to make an appearance ?
Chaz Finster will be there
I don't see this as a long-term viable concept.
There's other malls in the U.S. that have both in close proximity.
Good grief. Everything in this plaza has turned over! Hopefully being anchored by TJs gives it more stability going forward. But I agree, the parking over there is hell. 🙄
Simon Tremblay definitely won’t.
Lenox Mall Plaza has lots of good things. I don’t know what TJ’s is, they don’t have that shop. But they have the Macys and Neimans.
I agree. They are really expensive for a meh product. They will be gone soon. Auntie Anne's makes a better pretzel and Sam's club has a better pretzel 🥨
It's the obligatory "Trader Joes" post that shows up in virtually every thread on this blog.
"Lenox Mall Plaza"??? The natives are going to hang your dumb@$$ from the highest rafter. Get a clue or get a new city.
Oh they don’t have that at the Lenox plaza. Are they putting it there? Where? In the old Piggadillie spot?
Everything will be gone soon. Then we’ll have nothing. People seem to prefer that.
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