Wetzel’s Pretzels and Cold Stone Creamery have opened a co-branded store at 1957 Turnbull Avenue [2] in the Bronx.

This expansion represents a strategic shift toward dual-brand locations to maximize retail footprints and attract diverse customer bases in high-traffic urban areas.

Arshad Khwaja said the two brands are expanding their footprint in the Bronx with the new location at 1957 Turnbull Avenue [1]. The partnership combines Wetzel's Pretzels, known for hand-rolled pretzels, with the frozen desserts of Cold Stone Creamery to create a single retail point for consumers [3].

The Bronx location is part of a broader national strategy. MTY Group said the companies will open at least 17 [4] co-branded locations this year as part of the Kahala Brands portfolio [4]. This move allows the brands to share operational costs, while offering a wider menu of sweet and salty snacks to the public.

By pairing a snack-focused brand with a dessert-focused brand, the companies aim to increase the average transaction value per customer. The co-branding model is designed to leverage the existing brand loyalty of both chains to penetrate new markets more efficiently than opening standalone stores.

Wetzel's Pretzels and Cold Stone Creamery are utilizing this strategy to scale their presence in the U.S. market. The Bronx site serves as a key entry point for the brands to establish a stronger hold in the New York City area, a region with high pedestrian density and diverse consumer preferences.

“Wetzel's Pretzels and Cold Stone Creamery will open at least 17 co-branded locations this year”

The shift toward co-branding by MTY Group indicates a move to mitigate the risks of high urban real estate costs. By consolidating two distinct product lines into one physical space, the companies can reduce overhead and labor costs while appealing to a broader demographic of snack and dessert seekers simultaneously.