NexCen Franchise Management, Inc. has announced that it will combine Pretzelmaker and Pretzel Time, its two mall-based pretzel concepts, beginning this April. The initial phase of the consolidation will aim to transition Pretzel Time locations to the Pretzelmaker name. Subsequently, most Pretzelmaker locations will be treated with a new logo and store design. The brands are managed by NexCen Franchise Management, Inc., a subsidiary of NexCen Brands, Inc.
The consolidation of Pretzel Time into Pretzelmaker will create the second largest soft pretzel brand in the U.S. with over 365 locations across 47 states and four countries outside of the U.S. In April, NexCen Franchise Management will begin to convert approximately 30 Pretzel Time stores a month into Pretzelmaker units. This will be followed by an initiative to update existing Pretzelmaker locations with the new logo and store design. NexCen Franchise Management has already converted seven Pretzel Time locations in several domestic test-markets. So far, the responses from mall developers and franchisees involved with early conversion and development have been positive.
“Each concept is an innovative brand in its own right, but the integration will provide our franchisees with the benefits that come with being a national brand,” said Chris Dull, president, NexCen Franchise Management.
Though both brands have locations coast to coast, Pretzelmaker which was established in Utah, has a greater concentration of stores west of the Mississippi River, while Connecticut-born Pretzel Time is predominantly located throughout the Eastern seaboard and Mid-America. An important step in integrating the geographically separated brands will be updating locations with a new store design.
The Pretzelmaker and Pretzel Time brands were founded independently of each other in 1991, united in 1998 by Mrs. Fields Famous Brands and were acquired by NexCen Brands in 2007. Today, Pretzelmaker has over 185 locations in 33 states and four countries, while Pretzel Time operates more than 180 stores in 30 states.
