Wetzel's Pretzels Access to Equity Program
At Wetzel’s Pretzels, we’re committed to making franchise ownership more accessible to women and ethnic minorities. Through the creation of our Access to Equity Program, we aim to increase owner representation by providing financial discounts, as well as educational and mentorship opportunities to underrepresented candidates from all backgrounds.

Making Pretzel-preneurship More Accessible To All

With the winning combination of a proven business model, a strong support system, and partnerships with a growing list of lenders and nonprofit service organizations, Wetzel’s Pretzels is making franchise ownership more accessible to all.
Wetzel's Pretzels Access to Equity Program Logo

Wetzel’s Pretzels recognizes that barriers exist that can prevent ethnic minority and women entrepreneurs from accessing fair and equitable business opportunities. Many aspiring candidates have tremendous potential and just need a little help making their dreams of franchise ownership come to fruition. Because of this, we created the Access to Equity Program, which aims to increase diversity and inclusion by providing financial discounts, as well as educational and mentorship opportunities to underrepresented groups.

Our focus on equality has landed us on Enterpreneur’s 50 Franchise Companies Doing the Most to Champion Diversity List.

Top 50 Wetzel's Pretzels Entrepreneur Diversity Champion
Daintry McFadden

“I’m so thankful to the Wetzel’s team for their incredible support in making this longtime dream of restaurant ownership a reality.”

Daintry McFadden

Wetzel’s Franchise Owner

Meet our Partners

Wetzel’s Pretzels has partnered with organizations and service providers that have a mission to disrupt inequality and empower minority and women business owners. By using the services offered through these partnerships, program participants will be given tools and resources to help build a strong foundation for long-term success.

Providing Capital, Content and Community

Wetzel’s takes the following three-pronged approach to attract, develop, support and mentor women and ethnic-minority owners.


At its base, the Access to Equity Program offers a financial discount of 25% off the initial Wetzel’s franchise fee to qualified individuals who self-identify as female or as an ethnic minority. Wetzel’s is also pledging to reduce upfront equity costs and increase access to financing, through partnerships with lenders, such as: AmPac Business Capital, Urban Strategies Inc. (USI), Capital Impact Partners, Sterns Bank, GetFranchiseCapital.com, National Development Council (NDC) and CDC Small Business Finance. Similarly, the brand also connects candidates with its insurance partner, The Viti Companies, providing fair and equitable rates on business insurance.


To supplement on-the-job training, Wetzel’s has partnered with Operation HOPE and Start Small Think Big to provide business education, access to professional services and financial counseling that can help put participants on the path to small business ownership.


Wetzel’s believes in the importance of building a strong community where owners can share best practices, learn, and grow together. To that end, the program includes a mentorship component, where participants are paired with existing owners, allowing them to ask questions, gain insights and have access to experts with rich brand and industry knowledge.

Access to Equity Program Eligibility Requirements

Program participants must meet specific eligibility requirements to gain access to the full program and all corresponding benefits.

Program participants must:

  • Have $60k – $120K Liquidity
  • Be a new Wetzel’s Pretzels owner
  • Be an ethnic-minority and/or woman
  • Be a U.S. citizen or permanent resident
  • Own, operate, and manage no less than 51% of the company
  • Have complete and absolute control of the company and be active in day-to-day management and daily business operations
  • Have less than 150%, on a percentage of ownership basis, of the established financial criteria to purchase the business
  • Meet minimum financial criteria as determined by a Boefly assessment
  • Be certified on all items above by the leadership team

Interested in learning more? Contact our team for a more detailed look at our program and its eligibility requirements

Woman eating pretzel bites from bag
Woman eating pretzel

Qualifying Racial or Ethnic Minorities:

  • Asian-Indian: A U.S. citizen whose origins are from India, Pakistan and Bangladesh
  • Asian-Pacific: A U.S. citizen whose origins are from Japan, China, Indonesia, Malaysia, Taiwan, Korea, Vietnam, Laos, Cambodia, the Philippines, Thailand, Samoa, Guam, the U.S. Trust Territories of the Pacific or the Northern Marianas
  • Black: A U.S. citizen having origins in any of the Black racial groups of Africa
  • Hispanic: A U.S. citizen of true-born Hispanic heritage, from any of the Spanish-speaking areas of the following regions: Mexico, Central America, South America, and the Caribbean Basin only.  Brazilians (Afro-Brazilian, indigenous/Indian only) shall be listed under Hispanic designation for review and certification purposes
  • Native American: A person who is an American Indian, Eskimo, Aleut or Native Hawaiian, and regarded as such by the community of which the person claims to be a part. Native Americans must be documented members of a North American tribe, band or otherwise organized group of native people who are indigenous to the continental United States and proof can be provided through a Native American Blood Degree Certificate (i.e., tribal registry letter, tribal roll register number).
Danielle Coke

Meet our Logo Illustrator - Danielle Coke

Every element of the program, including its logo, was designed with an inclusive perspective and Wetzel’s was honored to work with illustrator Danielle Coke in the creation. Founder of Oh Happy Dani, a lifestyle brand available at Target, and creator of the popular Instagram account @ohhappydani, Coke uses art to illuminate social justice issues and encourage hope. Her passion for advocacy has led to partnerships with Fortune 500 companies like Adobe, The Home Depot, Dell and Meta, collaborations with nonprofits, such as the NAACP and The Boys and Girls Clubs of America, as well as several community organizations in her hometown of Atlanta.
Wetzel's Pretzels Access to Equity Program Logo

“The Access to Equity Program is such an incredible and intentional initiative, and I wanted to honor that by doing an illustration that highlighted the program’s desire to promote equity, and inclusion for franchisees. I made sure to include women, as well as Black and Brown people of color, with the light blue boxes that they are standing on to represent that extra helpful push that equity provides. I also couldn’t resist factoring in that special Wetzel’s Pretzel, along with using the blue and yellow colors that Wetzel’s is known for!”

Danielle Coke

Why Own a Wetzel’s Pretzels?

We’re ideal for franchisees looking for a simple business that is easy to start, easy to run and proven profitable.

Brand Strength

  • Fresh, high-quality product
  • Strong unit economics
  • Simple business model

Access to Resources

Our lending partners and other professional service providers offer tools and resources to help build a strong foundation for long-term success

Discounts & Incentives

  • Discounts
  • Additional financial incentives
  • Mentorship

Flexible Formats

Flexible designs meet a variety of location needs: malls, food trucks, Walmart, C-store, transit and tourist areas


Our leadership combines our experience running big brands like McDonald’s, Blaze Pizza and Baskin-Robbins with a personal touch. You can easily reach our Senior Leadership at any time. Field Business Managers are our “boots on the ground” and provide personalized support to help you perfect your product, your operation, and your business. Receive LEAD award-winning training virtually or at our corporate headquarters. Ongoing annual training & support for operations, customer service, sales & marketing, and P&L management.
Senior Leadership
Customer Buying Wetzel's Pretzels


Serving up a little bit of happiness shouldn’t be complicated. A basic menu and simple food preparation results in an easy operation for you and your employees. Your focus can be on growing your business. We frequently exceed industry averages on profit margins and return on investment using strong unit economics.

These territories are ready to roll

Wetzel’s Pretzels has identified exclusive territories across the U.S. for enthusiastic Franchisees ready to hit the streets.


Future Growth

All Territories Sold

Please type in your state name to see potential availability in your state.

Ready to Get Twisted?

As one of the fastest-growing franchise opportunities in the industry, Wetzel’s Pretzels is seeking qualified Franchisees to bring the Wetzel’s brand of handheld happiness to their community. To ensure our owners can be as successful as possible, we prefer Wetzel’s Pretzels candidates to have:


Net Worth*


Liquid Assets*

$151K - $575K

Investment Range

*Requirements for Food Truck are $50K liquid assets and $100K net worth

Food Truck Franchise Opportunities

Start Rollin’ in the Dough

Start the sales conversation today to see if you qualify for our diversity incentive today!