Atlanta — Tropical Smoothie Cafe has named Max Wetzel as its new chief executive officer. He succeeds Charles Watson, who is stepping down after more than 16 years with Tropical Smoothie Cafe, including the past 6 years as CEO.
“I am so proud of what our support center team members and franchisees have accomplished during my time at Tropical Smoothie Cafe,” says Watson. “I am confident Tropical Smoothie Cafe is well positioned to build on our many achievements to date and to advance its rapid growth, and I remain invested in the success of Tropical Smoothie Cafe.”
Wetzel brings decades of experience successfully growing global brands and highly franchised restaurant businesses. Most recently, he served as CEO of CKE Restaurants Holdings, Inc., parent company of Carl’s Jr.® and Hardee’s®, overseeing more than 3,700 restaurants across 40 countries and territories. Prior to CKE Restaurants, Wetzel served as chief operating officer of Papa John’s International, Inc.
Tropical Smoothie Cafe began operating as a single location on a beach in Destin, Fla., in 1997 and has grown into a nationally recognized brand with nearly 1,500 locations across 44 states. The company has delivered positive same-store sales for 13 consecutive years. Since the start of 2023 alone, Tropical Smoothie Cafe has opened more than 300 new locations, over 70% of which were opened by existing franchisees.
Earlier this year, funds managed by Blackstone acquired Tropical Smoothie Cafe. This investment from Blackstone is intended to help accelerate Tropical Smoothie Cafe’s already-rapid expansion through continued investments in menu innovation, operating excellence and best-in-class marketing.
Tropical Smoothie Cafe is a national fast-casual restaurant brand with nearly 1,500 locations in 44 states.
SOURCE: Tropical Smoothie Cafe