Tropical Smoothie Café has made some leadership changes at the top.
The Atlanta-based chain on Monday named Max Wetzel CEO of the nearly 1,500-unit chain. He succeeds Charles Watson, who is stepping down after more than 16 years with the healthful dining concept, including six years as CEO.
Wetzel is the former CEO of CKE Restaurants Holdings Inc., the parent company of Carl’s Jr. and Hardee’s. Before that, he served as chief operating officer of Papa John’s International Inc.
In addition, industry veteran Roland Smith has joined the board of directors.
Smith has led both public and private companies, serving previously as CEO of Delhaize America LLC, Wendy’s/Arby’s Group Inc., Wendy’s International Inc, and Triarc Companies. He is also chairman of Jack’s Family Restaurants and a board member at The Station Foundation.
“We are delighted to welcome Max and Roland, two industry executives of the highest caliber, to Tropical Smoothie Café as we continue to deliver exceptional service and high-quality products for our valued guests,” said Nigel Travis, chairman of Tropical Smoothies’ board, in a statement. “Tropical Smoothie Café continues to redefine the smoothie and juice better-for-you food category with the support of our dedicated franchisees. Max’s commitment to fostering a people-first culture centered around operational excellence combined with his proven track record of expanding brand awareness through product innovation and best-in-class marketing capabilities will help Tropical Smoothie Café and our franchisees extend their strong momentum.”
Travis also thanked Watson for his service and numerous contributions to the company, including overseeing the chain’s significant expansion and attracting new investments.
Earlier this year, Tropical Smoothie was acquired by funds managed by Blackstone, which has accelerated growth for the brand.
Founded in 1997, the chain’s 1,500 units are now in 44 states. Since the start of 2023, the chain has added more than 300 units, over 70% of which were opened by existing franchisees. Same-store sales have been positive for 13 consecutive years.
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