Jennifer Schuler named CEO of Handel's Homemade Ice Cream

The former Wetzel's Pretzels exec joins the growing sweet snack brand, which has 130 units in 13 states.
Handel's Homemade Ice Cream
The 80-year-old brand is known for its fresh ice cream with 48 flavors that rotate seasonally. | Photo courtesy of Handel's Homemade Ice Cream.

The growing Handel’s Homemade Ice Cream franchise chain has named Jennifer Schuler CEO.

Schuler previously served at Wetzel’s Pretzels, where she spent nine years, first as CMO, then president, then CEO over the last five years. She stepped down in May 2023.

During her time at Wetzel’s, the pretzel chain grew its unit count from 200 to 350 units, and the average unit volume grew by 24% to just under $1 million. She was also a franchisee of that brand, operating in Minneapolis.

Jennifer Schuler

Jennifer Schuler. | Photo courtesy of Handel's.

“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 for Handel’s,” said Andrew Brennan, a Handel’s board member, in a statement. “She is a highly talented and people-oriented franchise leader who brings great passion and authenticity to her work, and she had fallen in love with Handel’s Ice Cream before we had even met her!”

The 130-unit Handel’s is based in Canfield, Ohio, and is an 80-year-old brand known for its fresh ice cream with 48 flavors available daily and more than 140 that rotate seasonally.

Handel’s system sales are expected to reach $130 million in 2024, up from $29 million in 2019. The brand operates in 13 states with about 65 franchisees.  A flagship unit opened in Clemson, S.C., earlier this year.

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