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Tropical Smoothie Cafe announces new branding, plans for new locations
CNBC • • business
Key Points:
- Tropical Smoothie Cafe unveiled a new brand redesign featuring brighter colors and a new "Palm T" icon as it plans to expand rapidly, aiming to exceed 1,800 U.S. locations by year-end and grow internationally.
- The chain reported $1.6 billion in system sales over the past year and has increased national brand awareness from 34% to 42% through a consolidated $80 million marketing budget.
- Operational improvements include revamped food assembly lines, an enhanced mobile app and website, and testing of self-ordering kiosks, supporting a loyalty program now with 13 million members driving about one-third of orders.
- Owned by Blackstone since late 2024 for $2 billion, Tropical Smoothie is focused on growth in the Midwest, Southwest, and colder markets, with CEO Max Wetzel emphasizing long-term brand building rather than immediate plans for an IPO.
- The chain benefits from health and wellness trends, with smoothies becoming a main event in beverage sales, and it currently surpasses rival Smoothie King in system sales and restaurant count.
