HDOS Enterprises, parent company of Hot Dog on a Stick and Muscle Beach Lemonade, and Wetzel's Pretzels announced a joint venture agreement, combining Muscle Beach Lemonade and Wetzel's Pretzels into one co-branded concept. The new co-branded concept will offer customers each brand's celebrated products, including Wetzel's Pretzels "30 Minutes Fresh" soft pretzels and Muscle Beach Lemonade's fresh squeezed lemonade under one roof. The joint venture agreement calls for immediate multi-unit expansions into new markets across the United States, including Atlanta, Boston, Baltimore/Washington D.C., New Jersey, New York and Pennsylvania as well as international markets across Asia, Central America and Europe. Company executives expect to open more than 350 stores over the next five years with development of both company-owned and multi-unit franchised operations targeting traditional mall locations as well as other retail venues, including airports, train stations, universities, stadiums, tourist areas, theaters and amusement parks. Current expansion efforts are underway with a co-branded company-owned store set to debut this summer in a Wal-Mart Supercenter in Scottsdale, Ariz., followed by another company-owned store scheduled to open in International Plaza Mall in Tampa, Fla. this September. The new co-branded units are the first to feature a comprehensive store support program, including a new store design, new uniforms and co-branded signage. In addition, Wetzel's Pretzels and Muscle Beach Lemonade will integrate a "Twist and Squeeze" signage element and logo throughout the store providing a fun way to marry the two concepts. Featuring an exhibition-style cooking area with "actors" rolling pretzels and throwing dough ropes in the air, as well as lemonade stompers pounding lemon halves into lemon juice, Wetzel's Pretzels and Muscle Beach Lemonade stores will provide an overall fun, fresh and energetic experience. The new co-branded concept can operate in as little as 600 square feet of space with a minimum of 16 feet of store frontage. Another convenient and cost-effective option is a freestanding kiosk with off-site storage. The Wetzel's Pretzels and Muscle Beach Lemonade menu will feature up to eight freshly baked soft pretzel flavors including Original Butter and Salt, Sinful Cinnamon, Grateful Garlic, Almond Crunch and Cheese Meltdown, plus bite-sized Wetzel Bitz and Pretzel Dips. The drink component will offer Muscle Beach Lemonade's celebrated Fresh Squeezed Lemonade available in regular, cherry, lime and sugar free. The final menu element, which will be placed in the center of the menu board, will combine offerings from both concepts including a Hot Dog on a Bun, Hot Dog on a Stick, Cheese on a Stick and the Wetzel Dog.
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