Before Handel’s, Frei served as head of marketing at Wetzel’s Pretzels, the restaurant chain known for their soft, hand-rolled pretzels that are baked fresh and served hot for guests to enjoy at more than 420 locations. Frei previously led e-commerce for FAO Schwarz as general manager for one of the oldest and most iconic toy brands in the world.

 "I am thrilled to be joining this amazing brand with such a rich history and bright future,” said Frei. “Handel’s compelling origin story combined with its incredible, handmade product and outstanding team make this a dream role.” 

 In addition to Frei, the brand recently bolstered its leadership team with the addition of another experienced food franchise leader, Erin Snyder as Vice President, Franchise Development. Tasked with harnessing the growing franchisee interest in the brand, Snyder brings nearly 20 years of franchise development experience from Papa John’s International, where she played a pivotal role in international and domestic growth, securing nearly 3,500 units within 15 years. 

“We all share a passion for the brand, its mission, and confidence that the compelling franchisee unit economics and whitespace are a recipe for growth,” continued Schuler. “I am honored to have Erin and Hillary help steer Handel’s toward a very exciting future for our guests and franchisees. They have both been instrumental in large franchisee systems and will leverage that expertise in building the Handel’s roadmap for growth.”

 Handel’s currently operates in 14 states and continues to expand across markets with their high-quality ice cream that is made fresh daily.