"We have thousands of people who twist pretzels at all our stores," DiZio said, speaking from the test kitchen of the company's Bensalem headquarters. Nearby, Lehman twirled ropes of dough between his fingers, demonstrating the deceptively simple process used to make the 125 million pretzels they sell each year. "They would all sincerely believe that they make the best-looking pretzels. Right? Everyone in this room who twists pretzels all think theirs are the best, right?"