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Jennifer Schuler Headshot 1 (3).jpeg Photo courtesy of Handel's Homemade Ice Cream
Jennifer Schuler

Wetzel’s Pretzels Jennifer Schuler named CEO of Handel’s Homemade Ice Cream

Schuler most recently served as CEO of restaurant chain Wetzel’s Pretzels. Prior, she was CMO and then president of the snack brand.

Handel’s Homemade Ice Cream has named Jennifer Schuler as its new chief executive officer. Schuler most recently served as CEO at Wetzel’s Pretzels, where she helped grow the company from 200 to 350 locations and average unit volumes by 24% to just under $1 million.

Prior, she served as chief marketing officer and then president of Wetzel’s Pretzels. Schuler and her husband also became franchisees in the system, operating a location in Minneapolis.

Before Wetzel’s, Schuler spent five years as a marketing manager at General Mills. She also served in senior executive roles for a private equity-backed consumer healthcare company and an education technology startup.

“As I immerse myself in the brand, I’m truly inspired by its nearly 80-year legacy of consistently delighting guests, while demonstrating phenomenal economics. Handel’s has achieved strong sales performance consistently across 13 states through our franchisees, with the brand performing extraordinarily well in new markets as it grows,” Schuler said in a statement. “It's an exciting time to be part of this organization as it’s poised for dynamic growth. Rarely do you encounter a brand with such a rich legacy, seamlessly intertwined with an unprecedented opportunity for new franchisees to expand.”

Schuler takes the helm as Handel’s, founded in 1945, has grown to nearly 130 locations in 13 states with more than 65 franchisees. The company’s systemwide sales have grown from $29 million in 2019 to over $130 million projected this year.

We are incredibly excited to welcome Jennifer to Handel’s. 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,” board member Andrew Brennan said in a statement.

Contact Alicia Kelso at [email protected]

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