The Promotion Follows Wetzel’s Sale to MTY Food Group
Wetzel’s Pretzels, a California-based fast-food franchise, promoted Vincent Montanelli to the brand’s top leadership position. Montanelli will foster the fast-food franchise’s growth. Throughout his nearly two decades with Wetzel’s, he has served as senior vice president of operations and Chief Operating Officer (COO). With this promotion, which follows MTY Food Group’s recent acquisition of the fast-food brand, Montanelli retains his COO title.
“I have an amazing team at Wetzel’s Pretzels, and they are excited to help manage the organization. I am very confident that the team will not only help me balance the needs of the business but will also step-up and fill any gaps that may present themselves with my role being re-focused,” Montanelli said.
The California resident discovered Wetzel’s Pretzels in San Francisco and loved the product. Years later, he learned about the brand’s strong business model and jumped at the opportunity to join the team. He looks forward to the future growth of Wetzel’s Pretzels and the many different ways it offers business opportunities to franchisees. These offerings include traditional mall locations, food trucks, store-within-a-store platform, and the new street concept, TWISTED by Wetzel’s.
He has seen the pretzel franchise change since joining nearly 20 years ago, noting the company’s new products, participation in some memorable events like the 2022 Rose Parade, and helping many new business owners succeed.
With MTY’s acquisition, Montanelli believes that there are many benefits for Wetzel’s, including the ability to create new business opportunities for existing franchisees with additional resources.
He learned all about franchising at Baskin-Robbins where he managed the California market. He enjoyed spending time in the field with franchisees and collaborating with them. In addition to his role at Baskin-Robbins, Montanelli has also worked with Jamba and McDonald’s in operational roles.
Investing in a Franchise
Montanelli advises aspiring entrepreneurs to remember that franchising is more than just opening a business; it is the beginning of an important relationship. He added that they should study the business and get to know the people that they’ll be partnering with.