Myrtle Beach, February 13, 2026
A new culinary venture by Philadelphia native Seth Middleberg is set to enhance Myrtle Beach’s food scene with the introduction of the Philly Pretzel Factory. This establishment aims to address the local demand for authentic soft pretzels while contributing to economic growth in the area. With Myrtle Beach’s thriving tourism industry, the restaurant will not only enrich the local offerings but also exemplify the entrepreneurial spirit that drives the community.
WHAT’S HAPPENING
What new business is opening in Myrtle Beach?
A new Philly Pretzel Factory is set to open in Myrtle Beach, bringing authentic soft pretzels to the community.
Who is behind this new pretzel restaurant?
Seth Middleberg, a Philadelphia native, and his wife are opening the Philly Pretzel Factory, identifying a specific market need.
Why is this new business significant for Myrtle Beach?
It addresses a long-standing community desire for quality soft pretzels and diversifies the local culinary scene, enhancing the area’s appeal.
What kind of pretzels will this new establishment serve?
They will serve hand-twisted, fresh-baked, authentic Philly-style soft pretzels, known for their soft interior and chewy, salty exterior.
How will this venture impact Myrtle Beach’s economy?
This new business will contribute to local economic growth, foster job creation, and exemplify the entrepreneurial spirit vital for the area’s development.
Myrtle Beach
Bringing a Taste of the Keystone State: A New Entrepreneurial Venture Warms Up Myrtle Beach’s Economy
A Philadelphia transplant is set to enrich Myrtle Beach’s local culinary scene, addressing a long-standing desire for authentic soft pretzels within the community. This new venture underscores the spirit of entrepreneurial innovation that continues to drive local economic growth and diversify the offerings available to residents and visitors alike.
Myrtle Beach, a dynamic hub for tourism and a growing residential community, constantly sees new businesses emerge, reflecting a healthy and expanding local economy. The arrival of a specialized pretzel establishment highlights the responsive nature of the Myrtle Beach SC business landscape, where keen entrepreneurs identify specific market needs and act decisively to fill them. Such initiatives are vital for sustaining job creation and fostering a vibrant local economy. The city’s Economic Development Office actively promotes initiatives to revitalize areas and strengthen partnerships with the small business community and private investors.
This new business is more than just a culinary addition; it represents the personal achievement and resilience often seen in South Carolina entrepreneurs who are willing to invest their time and resources into a new endeavor. The expansion of small businesses plays a critical role in the broader Myrtle Beach economic growth, contributing to the area’s projected growth of almost 40% over the next decade and maintaining a low unemployment rate.
A New Flavor Arrives in Myrtle Beach
Seth Middleberg, a Philadelphia native who has frequently vacationed in the Myrtle Beach area, recognized a unique market opportunity. Identifying a gap in the local food scene for what many consider a “good pretzel,” Middleberg and his wife are preparing to open a new pretzel restaurant. This move is a testament to the power of market observation and the courage to transform an idea into a tangible business. The new establishment is set to be a Philly Pretzel Factory, a brand known for its hand-twisted, fresh-baked pretzels.
The concept of a Philly-style pretzel is distinct, often characterized by its soft interior and chewy, slightly salty exterior. For many, this specific type of pretzel evokes a sense of home and tradition, making its introduction a significant event for those familiar with the regional delicacy. The expansion of brands like Philly Pretzel Factory into new markets also signifies a broader trend of regional food favorites finding new audiences, contributing to the cultural richness of their new homes.
Addressing a Community Need
The demand for quality soft pretzels in Myrtle Beach is not a new sentiment. As far back as 2016, discussions online indicated that Myrtle Beach lacked “decent pretzels”. This long-standing void makes Middleberg’s venture particularly well-timed, as it directly addresses a previously unmet consumer desire. The willingness of entrepreneurs to listen to community feedback and respond with targeted business solutions is a cornerstone of a thriving local economy.
Myrtle Beach’s economy, largely driven by tourism and hospitality, benefits significantly from diversified offerings that cater to a wide range of tastes and preferences. Businesses that bring unique culinary experiences not only attract new customers but also enhance the overall appeal of the region as a destination. The city and Horry County are actively engaged in attracting and retaining sustainable businesses, with organizations like the Myrtle Beach Regional Economic Development Corporation (MBREDC) playing a key role in fostering a positive business environment.
Entrepreneurial Spirit and Economic Contribution
The decision by Seth Middleberg and his wife to launch this business in Myrtle Beach exemplifies the spirit of individual initiative and the pursuit of opportunity. Such entrepreneurial endeavors are crucial for Myrtle Beach small business vitality. Small businesses are often the engines of local economies, creating jobs and fostering community wealth. In South Carolina, the rate of new entrepreneurs in 2020 was 0.26%, with an opportunity share of 85.2%, indicating that most new businesses are started out of a perceived market opportunity rather than necessity.
The resilience of the Myrtle Beach business community is notable, as it consistently attracts new investment and fosters reinvention, even amidst challenges. Programs and initiatives are available in the area to support entrepreneurs, including workshops, networking events, and resources like eMYRge at the HTC Aspire Hub. These support systems create a fertile ground for new businesses to take root and flourish.
The Broader Economic Picture in South Carolina
While Myrtle Beach demonstrates strong local economic resilience, the statewide economic landscape in South Carolina is dynamic. The state is actively promoting economic diversification and attracting new industries, supporting existing businesses, and providing resources for workforce development. South Carolina’s startup ecosystem is evolving, attracting talent and investment, particularly in technology, advanced manufacturing, and clean energy sectors.
However, the state has also experienced industrial shifts, including plant closures and layoffs in certain sectors. Despite these changes, the commitment by state and local governments to foster a pro-business environment and support local entrepreneurs remains strong, driving sustained prosperity and creating new opportunities. The Myrtle Beach area, with its diverse economic base, contributes to this stability, offering a business-friendly tax structure and competitive wages.
Key Features of the New Pretzel Business in Myrtle Beach
| Feature | Detail | Scope |
|---|---|---|
| Entrepreneur | Seth Middleberg (and wife) | Local |
| Business Type | Philly Pretzel Factory (Pretzel Restaurant) | Local |
| Origin City | Philadelphia | National |
| Location of New Business | Myrtle Beach, SC | Local |
| Key Offering | Authentic Philly-style soft pretzels, hand-twisted, baked fresh daily | Local |
| Market Need Addressed | Desire for “good pretzels” in Myrtle Beach | Local |
| Anticipated Impact | Enriches local culinary scene, contributes to economic growth, diversifies offerings | Local |
A Future Twisted with Opportunity
The introduction of a Philadelphia-style pretzel establishment to Myrtle Beach is more than just a culinary event; it is a clear example of entrepreneurial spirit driving local economic vitality. By identifying a specific market demand and acting upon it, Seth Middleberg and his wife are not only bringing a beloved regional treat to the Grand Strand but also contributing to the ongoing narrative of innovation and growth in the area. The collective efforts of individuals, supported by a proactive business environment and community resources, continue to shape Myrtle Beach into a dynamic place to live, work, and thrive. We encourage our readers to support local businesses like this new pretzel venture, as their success is integral to the sustained prosperity and unique character of our beloved Myrtle Beach.
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Author: STAFF HERE MYRTLE BEACH
The HERE Myrtle Beach Staff Writers are a collaborative team of journalists, editors, and local contributors passionate about delivering accurate, timely information to the Myrtle Beach community. As part of the HEREcity.com Network, which powers over 100 U.S. city sites including HEREcolumbia.com, our staff draws on collective experience in South Carolina journalism to cover everything from business sales and real estate developments to dining deals and community initiatives. Our Expertise and Background Local Roots in Myrtle Beach Our team includes lifelong Myrtle Beach residents and SC natives with deep knowledge of the area’s history, economy, and culture. We’ve covered key events like the recent developments along the Grand Strand, Myrtle Beach’s tourism and hospitality industry, and growth in local education sectors (e.g., Coastal Carolina University programs). Collective Experience With over 50 combined years in journalism, our staff has backgrounds in print, digital media, and community reporting. We prioritize fact-based stories, drawing from sources like the Myrtle Beach Area Chamber of Commerce, city government records, and on-the-ground interviews. Commitment to Quality Every article is a group effort, involving research, editing, and verification to ensure reliability. We adhere to journalistic standards, citing credible sources and updating content as new details emerge.
