Ben’s Soft Pretzels Partners With Franchise Consultants

The first Ben's Soft Pretzels opened in 2008 at Concord Mall in Elkhart.

A Minneapolis-based franchise consulting firm has signed Goshen-based Ben’s Soft Pretzels as its inaugural client. Winmark Franchise Partners says the deal will help the pretzel company with "guiding overall strategy and direction, enhancing brand marketing and maximizing system performance."

Financial terms of the deal were not disclosed. The firm will participate as a member of the advisory board of Ben’s Soft Pretzels, along with Brian Schnell, a partner at Indianapolis-based law firm Faegre Baker Daniels. 

Winmark says its long-term goals include opening 20 to 25 new stores in 2018 and 2019, 30 to 40 new stores in 2020, and 50 new stores each year beginning in 2021. The pretzel company will also seek to build upon its partnerships with Walmart and Meijer to move into other "non-traditional real estate," such as airports and travel stations, and add locations in more stadiums throughout the country.

"All great leaders have mentors and advisors, and we are blessed to have access and leadership direction from the executive team at Winmark Franchise Partners and Faegre Baker Daniels," said Brian Krider, co-founder of Ben’s Soft Pretzels. "This will allow Ben’s to continue our tremendous growth while making sure our system is functioning at its peak."

Ben’s Soft Pretzels, which opened its first store in Elkhart in 2008, currently has 84 locations. Earlier this year, the company was included in Entrepreneur’s 2017 Top New Franchises

Co-founder Scott Jones in April appeared on Inside INdiana Business Television and told Gerry Dick the company is seeking "world pretzel domination." You can view the interview by clicking the link below: