Although Wetzel’s Pretzels — the Pasadena, Calif.-based soft pretzel chain — may have gotten its start in mall food courts, CEO Jennifer Schuler is pushing the company to new frontiers, like sports and entertainment arenas, food trucks, and military bases.

In this episode of Extra Serving, Schuler — the brand’s former president who was named CEO of Wetzel’s Pretzels in January when co-founder Bill Phelps stepped down – discusses the forward momentum of the company. From focusing on footprint growth across the country to experimenting with 15-minute pretzel delivery, Wetzel’s Pretzels is aiming to move out from the shadow of classic suburban mall.