Dan DiZio started out selling soft pretzels on a Philadelphia street corner at age 11, eventually recruiting a college buddy to help found Philly Pretzel Factory, which now has 123 stores and nearly $40 million in annual sales. DiZio is one of four Philadelphia entrepreneurs hoping the city's pretzel obsession can go national, but first they'll have to educate mall shoppers accustomed to the likes of Auntie Anne's.

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