At 1:21 in the morning on Saturday, January 17, the West Chester Fire Deptartment volunteers were alerted for the reported building fire at 125 N. Church Street. An on duty WCPD officer was the initial reporting party stating there was heavy smoke was coming from the building. Assistant 51 (Pelna) arrived and confirmed the report and updated the location the Philly Pretzel Factory Store. Chief 53 (McDonald) arrived and assumed Church Street Command. Engine 51-1 (Lt. O'Brien) lead off from the hydrant at Church and Gay Street’s and proceeded to the front of the building where they met Ladder 53's crew who was laddering the building. 51-1's crew forced entry into the building and stretched a 1 ¾” hand line inside to attack the fire. First in crews located a large oven involved with extension to the crawl space below the store. Engine 53 arrived and secured 51-1's water supply while Engines 51-2 (FF D. Morris) and 52-1 (Lt. Davis) secured another water supply and proceeded to the rear. More units from the WCFD arrived and assisted interior crews with gaining access and extinguishing the stubborn fire in the crawl space. Rescue 47 (Lionville) filled out the RIT assignment.

Crews battled below freezing temperatures and extremely tight spaces to bring the fire under control with negative extension to any of the adjacent buildings. Crews remained on the scene for approximately two more hours overhauling and assisting the Fire Marshals. The fire is still under investigation. No firefighter injuries were reported. Crews cleared the scene at 3:52.