Leadership Changes at Tropical Smoothie Cafe: Max Wetzel Steps in As CEO

Tropical Smoothie Cafe has announced the appointment of Max Wetzel as its new CEO. Wetzel takes over from Charles Watson, who is stepping down after a 16-year tenure with the company, including six years as CEO. Simultaneously, Roland C. Smith, a seasoned executive with over 25 years of leadership experience, has joined Tropical Smoothie Cafe's board of directors.

Founded in 1997, Tropical Smoothie Cafe has grown from a single location in Destin, Florida, to a nationally recognized brand with nearly 1,500 locations across 44 states. The company is known for its smoothies and healthy food options and has experienced positive same-store sales for 13 consecutive years. Since the beginning of 2023, the company has opened more than 300 new locations, with over 70% opened by existing franchisees.

Wetzel has a wealth of experience growing global brands and franchised restaurant businesses. He was previously the CEO of CKE Restaurants Holdings, Inc., the parent company of Carl's Jr. and Hardee's, and supervised over 3,700 restaurants across 40 countries and territories. Before his role at CKE Restaurants, he held the position of Chief Operating Officer at Papa John's International, Inc.

Smith boasts a proven track record of growing leading restaurant, retail, and consumer brands. He has served as CEO of multiple public and private companies, including Delhaize America, LLC, Wendy's/Arby's Group, Inc., Wendy's International, Inc., Triarc Companies, Inc., and Office Depot, Inc. He currently holds the position of Chairman at Jack's Family Restaurants and is a Director at The Station Foundation.

Earlier this year, funds managed by Blackstone acquired Tropical Smoothie Cafe. This investment is expected to help accelerate Tropical Smoothie Cafe's ongoing expansion through continued investments in menu innovation, operating excellence, and top-tier marketing.