Tropical Smoothie Cafe Begins Nationwide Rollout of New Restaurant Design

by Katie Lee

Atlanta — Tropical Smoothie Cafe recently kicked off a prominent brand refresh in an effort to reflect the company’s evolution since its founding in 1997. The rebranding is propelled by the rollout of a new restaurant design at Tropical Smoothie Cafe locations nationwide, which exudes a relaxed coastal atmosphere.

“As Tropical Smoothie Cafe continued growing and evolving over the past several years, it became obvious to us that our brand’s image needed to follow suit,” says Mike Rotondo, CEO of Tropical Smoothie Cafe. “Unveiling the new design successfully invigorated the face of our brand and helped us create a dining experience that truly conveys the essence of Tropical Smoothie Cafe, and we look forward to introducing the concept to more and more fans as we continue bringing the new look to communities throughout the country.”

The new restaurant design has a coastal theme with muted, warm colors and worn wood and metals to provide guests with a relaxed atmosphere. Design elements reinforce transparency in regards to food preparation, with an open concept kitchen as well as a smoothie bar where customers can watch the creation of their smoothies. According to company research, the new design brings in 10% more first-time visitors, as well as increased existing guests’ visit frequency by 28%, reflecting how the redesign has positively impacted sales and customer retention.

“We know that for our guests comfort is key, which is why all of the new restaurant design elements were put in place to ensure that we provide the perfect environment…in a comfortable and warm atmosphere,” says Tom Plauche, director of construction for Tropical Smoothie Cafe. “From the community-style seating to the brand-new smoothie bar, no detail was overlooked during the design process, and we are thrilled to unveil a new look that embodies everything Tropical Smoothie Cafe believes in.”

In addition to a restaurant redesign, the rebranding also included a more modern and sophisticated logo. The new logo reinforces the continued evolution and accelerated growth of the Tropical Smoothie Cafe brand.

“Since unveiling the new look, the reception from customers who have visited our remodeled cafes has been overwhelming positive and we’re thrilled with the results,” says Nick Crouch, Tropical Smoothie Cafe franchisee. “The coastal theme and new design elements have created an enjoyable atmosphere that keeps guests coming back for more, and the redesign has had a huge impact on our business.” 

Tropical Smoothie Cafe reported its strongest year of growth in 2015 with same-stores sales of 11.25% and signed franchise agreements to develop 199 new cafes across the U.S. This year, the food and smoothie franchise plans to exceed 550 restaurants nationwide. By 2018, Tropical Smoothie Cafe plans to have 800 locations open across the U.S.

Tropical Smoothie Cafe’s aggressive franchise growth is backed by the entrepreneurs at the BIP Franchise Accelerator, a division of venture capital firm BIP Capital, which invested in the brand in 2010. In addition to Tropical Smoothie Cafe, the BIP Franchise Accelerator’s portfolio includes Tin Drum Asian Kitchen, which has grown to 13 locations in Georgia and Florida.

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SOURCE: Tropical Smoothie Cafe

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