Pretzel Factory is rolling in dough

By Tom Waring

Times Staff Writer

You might not know it, but Tuesday is a very special day in the United States.

Every year, April 26 marks National Pretzel Day.

Of course, all 112 Philly Soft Pretzel Factory locations will observe the special occasion with a treat for the public.

"It's a national holiday," said Marty Ferrill, vice president of operations. "Not everybody knows that April 26 is National Pretzel Day, but everyone who walks in the door will get a free pretzel. That day, we'll give away somewhere in the neighborhood of seventy-five thousand pretzels. It rewards the customers who come in every day and gets lots of people in the door."

The pretzel factory doors are open seven days a week and, while 75,000 people might not patronize them every day, business is still very good.

There are locations in eight states: Pennsylvania, New Jersey, Delaware, Maryland, New York, Virginia, North Carolina and South Carolina. The western-most store is in Pittsburgh.

In the Northeast area, there are six sites: 1903 Cottman Ave., 1687 Grant Ave., 12363 Academy Road, 5200 Frankford Ave., 3377 Aramingo Ave. and the original store at 7366 Frankford Ave. in Mayfair.

College buddies Dan DiZio and Len Lehman opened the business in 1998 and remain the owners. While there might not be an available area in the Northeast for entrepreneurs to open a franchise store, there are spaces free in the suburbs and for those willing to relocate. Another 20 stores are expected to open in 2011 in the states where there are existing locations.

"We get tons of inquiries," Ferrill said of franchise opportunities.

Before opening, franchisees attend Pretzel University, a comprehensive training program to set them up for success.

Steve Miele is one of those franchise owners. He opened on Aramingo Avenue in 2007 after 15 years in the franchising development field. He formerly worked for Rita's Water Ice.

"I saw it as a good opportunity," he said. "It's a great product with a simple concept. The Pretzel Factory is a strong brand in the region. But it's hard work. If you're not willing to get up early in the morning, this isn't the business for you. In the first year, I worked from opening to closing."

Miele's staff starts at 3 a.m., mixing the flour, yeast and dough. Baking begins at 5 a.m. for a 6 o'clock opening. Usually, customers start coming at 5:30, and the store accommodates them.

The store has done well in its four-plus years in business. "Sales have increased every year," Miele said.

Still, there are challenges. For one, the price of flour doubled two years ago. To build and maintain a customer base, Miele tries to keep prices down. He also helps out various neighborhood causes.

All this month, he is selling ribbon-shaped pretzels for $1, with all proceeds going to autism research and awareness. He's hoping to raise $2,000. Two of his employees have children with autism. Everyone who buys a pretzel for the cause receives literature on the subject and signs their name on a paper puzzle pattern, which represents the mystery and complexity of autism.

Another reason Pretzel Factory stores thrive, Miele believes, is an expanding menu. One of his big sellers is the cheesesteak pretzel, introduced last May.

"It's two Philadelphia icons, pretzels and steaks, in one item," he said.

Ferrill explained that Pretzel Factory stores sell more than 100 million items per year. Business booms in the spring and around the Christmas party season.

Traditional pretzels are the most popular. They come in regular size, minis and bite-size rivets.

In addition to the cheesesteak pretzel, there are pretzel dogs, buffalo chicken pretzels, cinnamon pretzels and spicy pretzel sausages. The stores also carry dips, drinks, frozen lemonade and Pretzel Factory brand mustard. Gift cards and party trays are also available.

"The concept has definitely evolved the last few years," Ferrill said. "Party trays are a big part of the business. It's not like it used to be. We have a diverse menu."

Custom-shaped pretzels are also a hot item. Pretzels can be made in the shape of a company logo, a number or words or phrases, such as "Happy Birthday." Pretzels shaped like the Flyers logo or a Phillies "P" are also popular.

"We're hand-twisting, so there are lots of things we can do," Ferrill said.

The company promises pretzels "hot outta the oven." In general, a pretzel you eat has been made no more than 30 minutes earlier.

Ferrill thinks customers like seeing the pretzels made before their eyes, knowing they won't be served a hard and/or sweaty product.

"Everything is made fresh daily," he said. "We make fresh dough every morning and bake the pretzels fresh in the store as needed."

The company stresses clean stores and friendly employees, and offers pretzels as a fairly healthy choice. They're a high source of protein and have no fat or cholesterol. Even the buffalo chicken pretzel and cheesesteak pretzel have little more than 300 calories each and are popular as a light lunch item or for people on the go.

"They've both been really well received," Ferrill said.

The soft pretzel stores have devoted customers but are always looking to grow. Direct public outreach is one way they market the products.

Back in January, for the launch of the buffalo chicken pretzel, the company hosted the nation's largest chicken egg hunt at LOVE Park in Center City. Some 5,000 plastic eggs were placed throughout the park, and 100 people were dressed as chickens. One winner found $1,000 in an egg, while 10 others each found $100. That night, the extravaganza made the Top 10 Plays of the Day on ESPN's SportsCenter.

On May 14, the original store will again go all out for the Mayfair May Fair. Thousands are expected to flock to Frankford and Bleigh avenues for a pretzel dog-eating contest, pony rides, face-painting, Moonbounce and other activities. It'll coincide with the company's lucky 13th anniversary.

Pretzel lovers who once bought their favorite treat on street corners have largely gravitated to the Philly Soft Pretzel Factory.

"We appreciate all the support," Ferrill said.

Reporter Tom Waring can be reached at 215-354-3034 or twaring@bsmphilly.com