The Wetzel name wasn’t always a source of pride. As a kid, Rick Wetzel grew accustomed to hearing, “Hey Wetzel, you pretzel!” on the playground. But the teasing inspired a quest for the tastiest soft pretzel, one that eventually blossomed into Wetzel’s Pretzels. After years in Nestle’s marketing department, Rick and coworker Bill Phelps channeled Rick’s soft-pretzel recipe into a chain of shops. They make hand-rolled, oven-baked pretzels that sit for only 30 minutes before being sold or chucked. And though the buttered and salted Wetzel’s Original still occupies a spot on the menu, a flurry of imaginative flavors fills its other slots, from Sinful Cinnamon to Jalaroni, a cheesy pretzel scattered with pepperoni and jalapeños.