Tropical Smoothie Cafe announced the appointment of Max Wetzel as its new CEO, replacing Charles Watson, who headed the company for more than 16 years. Wetzel is a restaurant industry veteran known for pushing growth and innovation. Previously, he served as CEO of CKE Restaurants Holdings and COO of Papa John’s.
Started in Destin, Florida, in 1997, the company now encompasses nearly 1,500 locations across 44 states and has opened over 300 new cafes in 2023 alone. Consistently committed to a focus on high-quality smoothies and healthy food options, Tropical Smoothie Cafe ranked #1 in the Smoothie/Juice Category by Entrepreneur Franchise 500 for four straight years.
The board also welcomes Roland C. Smith, a restaurant executive with over 25 years of experience. The board and Wetzel will continue building on the brand’s momentum while driving customer experience through innovative products and a people-first culture.
Blackstone acquired Tropical Smoothie Cafe not long ago. This additional resource is helping the company to accelerate its rapid growth and innovate menu items.