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Wetzel’s Pretzels is modernizing up to 40 new and existing locations this year as it tries to keep up with malls pivoting to upscale entertainment and food-driven tenants.
Last year, the Pasadena, Calif.-based pretzel chain quietly introduced a sleek prototype concept at Westfield Garden State Plaza in New Jersey. The upscale mall, which recently went through a makeover, wanted Wetzel’s dated décor to blend in better with neighboring tenants.
“They don’t want the center of store to look like a swap meet,” Wetzel’s president Jennifer Schuler said in an interview with Nation’s Restaurant News.
The new look has...