In 2003, the Pennsylvania Governor declared April 26th as National Pretzel Day to acknowledge the importance of the pretzel to the state’s history and economy. Although Michigan may not be known for its pretzels, a well-known local Frankenmuth bakery is.
Frankenmuth is a tourist destination in mid-Michigan that attracts over a million visitors annually due to its rich German heritage. The town thrives off of its small, independently-owned restaurant and retail businesses. Taking Bavarian hospitality to the next level, the BusinessLink® team at the Schaefer & Bierlein Chrysler, Dodge, Jeep® and Ram Trucks dealership set out to give back to the community and celebrate an important piece of German heritage–National Pretzel Day.
The dealership ordered enough pretzels to fill a Ram ProMaster and set out to deliver a surprising delight to those small business owners whose passion and dedication make the community a destination others want to visit. As Schaefer & Bierlein’s New Car Sales Manager, Adam Traver, said, “These businesses we deliver pretzels to are considered friends more than customers. Some were our commercial customers who have a fleet of products from us, and others were just local businesses that have employees who drive our cars and help promote our sales, service, and brands.”
This year marked Schaefer & Bierlein’s second year celebrating the holiday. “The National Pretzel Day is becoming a tradition for us,” Traver said. “We started the tradition last year when we first heard of such a day. We jumped on it as a fun and unusual way to reach out to our customers. I think most were more than surprised to see us dropping off a box of hot fresh handmade pretzels right to their place of work. This year we grew the number of pretzels we ordered to more than double. As we continue to build a network of businesses, the number of pretzels we order on this day will only grow.”
The team at Schaefer & Bierlein Chrysler, Dodge, Jeep® and Ram Trucks exemplifies the genuine nature of each and every BusinessLink® dealer throughout the country. To learn more about how your local BusinessLink dealer can help support your small business, please visit ChryslerCommercialVehicles.com