Max Wetzel is the CEO of Tropical Smoothie.
CEO Max Wetzel cited 2024 as a “transitional” year for Tropical Smoothie Cafe for many reasons. He talked about the company opening 100 units and finishing the year with more than 1,500 locations in 44 states. It entered new markets and overhauled its food menu with the launch of protein and acai bowls.
2024 also signaled the start of Wetzel’s tenure with the company as he took over for Charles Watson following Blackstone’s purchase of the brand earlier in the year. The transaction won Deal of the Year in Franchise Times' annual Dealmakers awards project.
“It’s an exciting time for sure for Tropical Smoothie as we continue to grow,” Wetzel said. “My main priority is to make sure we’re maintaining brand consistency, which is never going to be an easy thing when you’re as large as we are and are trying to scale to 1,800 cafes around the globe. But we’re achieving it and will continue to keep working at it.”
Prior to joining Tropical Smoothie, Wetzel was the CEO at CKE Restaurant Holdings, the parent company of Carl Jr. and Hardee’s. He said Tropical Smoothie was able to exceed $1.4 billion in system sales thanks in large part to the rise in breakfast sales and big gains in its loyalty program, which now has 13 million members.
It stays on this ranking thanks to three-year sales growth of 32 percent and three-year unit growth of 26.6 percent from 2022 to 2024.