Jennifer Schuler

Chief Executive Officer

Wetzel’s Pretzels, LLC

Jennifer Schuler is the CEO of Wetzel’s Pretzels, a 365-unit chain founded and headquartered in Pasadena, CA with locations across the country including Downtown Disney, Universal City Walk, Dodgers Stadium, Crypto.com Arena and Disneyworld.  She joined the company in 2014 at the Chief Marketing Officer and launched her first successful product, Pizza Bitz, which quickly became top 10 product for the company.  In 2018 she assumed the role of President where she oversaw responsibility for Marketing, Real Estate, Franchise Sales and Construction.

In January of 2019, she was appointed CEO – only the second CEO in the company’s 28-year history and first female CEO.  Her focus has been on implementing social media programs that have cultivated brand advocates and driven measurable sales, bringing innovation in new products and store design and seeking out new formats and locations to “bring pretzels to the people.” In February of 2020, Wetzels Pretzels launched its first ever food truck in Los Angeles. Since launch, the Wetzel’s Pretzels food trucks have grown to cover over 11 regions across the United States.

Under her leadership, Wetzel’s Pretzels accomplished 24% same store sales growth, doubled the new store pipeline, and spearheaded the company’s first-ever, award-winning Rose Parade float. She was recognized on the cover of Franchise Times as an innovator among franchised restaurant companies. She has a passion for cultivating diversity, mentoring women leaders, and helping individuals thrive by finding meaning in their work through an intersection of their passion, talents, and business needs. She was recognized in the Nation’s Restaurant News Power List as one of the “Most Influential Women in Food Service” and “Most Influential CEOs” for being a definitive restaurant leader setting foodservice trends for today and the future. In addition, Franchise Dictionary named her to their 2021 “50 Women of Wonder” (WOW) List.

Since 2021, Wetzel’s Pretzels has been ranked numerous times by the Franchise Business Review for being the top in Franchise Culture, Franchises, Food Franchises, Multi-Unit Franchises, Profitable Franchises, and Franchises Recession Proof. The Franchise Business Review also recently recognized Wetzel’s Pretzels on their “2023 Top 200 Franchises for Franchisee Satisfaction” and “Most Innovative Franchises” lists. In addition, Franchise Times has recognized the brand as one of its largest brands in franchising on their “Top 200+” and “Top 400” lists.

Jennifer developed her expertise in food and brand management in her 5 years in brand management at General Mills, working on brands like Big G cereals and Yoplait yogurt.  After General Mills, Jennifer served in executive roles for a private equity backed consumer healthcare company and an education tech start-up.  Jennifer is a California native, an undergraduate of Pomona College in Claremont, CA where she was Captain of both the Women’s Soccer and Track & Field teams.  She completed her MBA at Stanford Business School.