Photo by Ed Hille/Inquirer
summary
Over thirty years ago, Gerry Shreiber (above) took bankrupt soft pretzel company J&J Snack Foods and created the now famous SuperPretzel brand. J&J was recently ranked by Forbes for the fifth consecutive time as one of the 200 Best Bmall Companies, and presently sees sales of over $600 million.
superpretzel’s success story
- In 1971, Gerry Shreiber purchased J&J Snack Foods, a soft pretzel company, for $72,100. At this time, the company’s sales were less than $400,000.
- In 1972, J&J automated its pretzel assembly line, which did everything from extruding the dough to baking and flash freezing it. This allowed them to supply pretzels that could be reheated later on.
- To increase marketability, Gerry gave his pretzels the name “SuperPretzel” in 1973 (inspired by Superman). With some creativity, he successfully pitched his pretzels to baseball stadiums, who at that time offered a limited menu.
- In 1974, Gerry conceived a special enclosed rotating tree from which to hang his pretzels (it’s now a familiar site at movie theaters and stadiums). J&J’s sales broke $2 million for the first time in 1975.
- Throughout the 1980s and 1990s, J&J acquired a number of now-familiar brands, including Churro, Funnel Cake and ICEE. Sales crossed the $100 million mark in 1991 after two decades in operation.
- J&J reached $200 million in sales in 1997, and $300 million by 2001. They presently have 2,300 employees and makes over $600 million a year.
did you know…
- … Shreiber purchased J&J at a bankruptcy auction? It consisted of eight employees and had old baking equipment.
- … Shreiber’s fully automated line is critical to J&J’s success? Shreiber’s engineer initially said “Gerry, you’re dreaming.” The line now makes 2 million pretzels a day.
- … J&J controls 80% of the soft pretzel market? It also makes frozen beverages, Churros, Funnel Cakes, donuts and cookies.
- … J&J’s stable of brands include ICEE and Hi-C? It has acquired over 30 companies and has had an amazing 144 consecutive quarters of growth.
- … Gerry has amassed over $100 million in personal wealth? He regularly donates to animal causes and has a New Jersey farm with horses, goats, dogs and cats.