The Former Wetzel’s Pretzels CEO Brings Leadership Experience in Marketing and Franchising to the Role
Jennifer Schuler has been named the new CEO of Handel’s Homemade Ice Cream. As former Wetzel’s Pretzels CEO – the first woman to hold that position – Schuler brings extensive leadership experience to the new role.
“Moving forward, my main focus will be on gaining a thorough understanding of the fundamental needs of our franchisees and laying down a solid groundwork for their success in the long term. From my initial interactions with franchisees, I believe we have a talented, passionate group of business owners, and we will be able to cross-pollinate ideas across the system,” Schuler said.
As a resident of Pasadena, Calif., home to one of Handel’s highest-performing locations, Schuler said the ice cream franchise is a centerpiece of her family’s celebrations. She said she appreciates being able to “slow down, connect, and savor the moment – and the ice cream.” Handel’s history, which dates to 1945 when founder Alice Handel made ice cream in her backyard, also appeals to Schuler.
“We are still doing ice cream from scratch in every single store,” she said. “Handel’s stands out for its unparalleled dedication to daily freshness, premium quality, timeless creativity and continuous evolution – all while maintaining its universal appeal.” Schuler is enthusiastic about the brand’s vision for expansion and the opportunity to put creative twists on a timeless classic, while bringing joy to families.
Handel’s board member Andrew Brennan said he is excited about Schuler’s appointment. “We found her highly relevant and proven capabilities and experience, combined with her strong focus on franchisee success, was a terrific fit. She is a highly talented and people-oriented franchise leader who brings great passion and authenticity to her work, and she had fallen in love with Handel’s Ice Cream before we had even met her!”
A Career in the Restaurant Industry
In addition to serving as CEO at Wetzel’s Pretzels, Schuler held the positions of chief marketing officer and president. During her tenure as CEO, she grew the pretzel chain from 200 to 350 units, and the average unit volume grew by 24%. Schuler also was a franchisee of a location in Minneapolis, Minn., giving her a “deeper understanding and empathy for the challenges of running a foodservice business, both as a franchisor and a franchisee.”
In addition to Wetzel’s, she held positions in the consumer packaged goods industry with General Mills, where she worked with brands including Big G cereals and Yoplait yogurt. But she preferred being closer to guests in a foodservice capacity to observe their reactions and responses to products and the experience.
