At a meeting of the Springfield Investorettes, Marge admits that she is reluctant to invest money in high-risk ventures and is ejected from the group. After some consideration, Lisa convinces Marge to buy her own franchise. During a Franchise Expo, the Investorettes become members of the glamorous "Fleet-A-Pita" franchise, in return prompting Marge to join a much smaller one called "Pretzel Wagon", owned by a man named Frank Ormand. After watching a promotional video, Marge sets up a makeshift office in her garage, distributes flyers, and with Homer, Bart and Lisa's help, proceeds to make pretzels.
To begin with, Marge sets up shop outside the Springfield Power Plant, with Homer convincing his colleagues to each try the new snack. However, the Investorettes' Fleet-A-Pita van rolls up, and within a few seconds, converts Marge's customers. Lisa suggests that Marge "think big", and so the family offer "Free Pretzel Day" at the Springfield Isotopes baseball stadium. Before the crowd has a chance to consume their complimentary pretzel, it is announced that Mr. Burns has won a 1997 Pontiac Astrowagon in the day's give-away competition. The supporters react angrily to the news and bombard the field with the pretzels, knocking out Whitey Ford in the process. No one tries the food, and Marge's efforts end in vain once again.
Homer, seeing Marge depressed, decides to take matters into his own hands and searches for someone who can help Marge. After discovering that Frank Ormand has died in a car accident, as has the executor of his estate, Homer establishes a "business agreement" with Fat Tony. The following day, Marge surprisingly receives a large order for pretzels and the business is reinvigorated. Many snack-food vendors, such as Luigi Risotto's restaurant and the Girl Scouts are intimidated by the mob, culminating with the Investorettes' Fleet-A-Pita van being detonated. Shortly after, Fat Tony greets Homer and demands he pay for his "favors", but he promptly refuses. As a result, Marge is given an order to be delivered to a remote location on the outskirts of the town, where she is approached by Fat Tony and his gang. He informs her of the deal he made with Homer and claims that he is entitled to a 100 percent stake of Marge's profits as a result. Marge confronts Homer about this and he comes clean, explaining that he was only trying to help her. Marge decides to refuse to pay any money to the mafia and to go on making pretzels.
The following morning the mob arrives and Marge makes her decision clear to them. As the mob advances on her, the Investorettes arrive with the Japanese Yakuza. The rival gangs begin to fight and the Simpsons retreat to the house.