Dallas — Smoothie King is marking the beginning of the next chapter in its 53-year history by introducing a new brand evolution plan. The new plan is designed to build on its continued momentum, reinforce category leadership and accelerate long term growth. It includes more than 200 new store commitments, over 1,500 available trade areas in its development pipeline and a newly expanded food menu. The new brand evolution also introduces a transformed in-store experience, rolling out over the coming year.
In 1973, Smoothie King introduced a new category to the world, coining the term “smoothie” and establishing its leadership from the start.
“This brand evolution is about building on what we started more than 50 years ago and reinforcing the role only Smoothie King can play in the category we created,” says Gavin Felder, president of Smoothie King. “We’ve always crafted every recipe with intention and care — balancing great taste with clear nutritional benefits — and that foundation continues to guide how we grow. By expanding our menu, investing in our in-store experience and innovating in partnership with our franchisees, we’re strengthening our leadership position while building a powerful platform ready to scale for our next 50 years.”
The brand’s food menu has quickly become a key growth driver, with an expanding lineup that will soon include flatbreads, alongside continued innovation in high protein offerings. Smoothie King is also rolling out ovens across the system — at no equipment cost to its existing franchisees.
In addition, Smoothie King will be gradually introducing a refreshed in-store design and guest experience intentionally built to express care through every touchpoint. Moving away from the more stark, functional aesthetic of the past, the updated design introduces warmth and approachability to better align with the brand’s vision. After consumer research, Smoothie King refined its interiors with branded artwork and merchandising, including a smoothie-inspired installation made from its iconic red straws, integrated greenery, a redesigned menu board, updated lighting and a warmer color palette. These updates were thoughtfully designed to be both impactful for guests and practical to implement across the system.
“Through extensive research and feedback, we’ve redefined how we show up across every touchpoint — from our menu to our messaging to the in-store experience — to better reflect our care and vision to make the world a better place by nourishing healthy habits,” says Claudia Schaefer, chief marketing officer at Smoothie King.
Smoothie King Franchises, Inc., the original U.S. smoothie franchise, is a privately held, Dallas-based company with more than 1,200 units nationwide. It was founded in 1973. For more information, visit www.smoothieking.com.
SOURCE: Smoothie King Franchises, Inc.