Tropical Smoothie Cafe plots dozens of new East Coast locations
Tropical Smoothie Cafe is expanding its footprint in two Northeastern states.
The smoothie chain has signed a 40-unit franchise development deal across New York and Connecticut with New York City-based franchisee Aurify Kingstar, which also operates Five Guys, Wingstop and Le Pain Quotidien restaurants.
The deal will expand Tropical Smoothie Cafe's presence across Albany, Westchester County, the Bronx and western Connecticut. Aurify Kingstar is planning to open its first location in early 2027.
[READ MORE: Tropical Smoothie Cafe names new development chief]
"New York and Connecticut represent tremendous growth opportunities for Tropical Smoothie Cafe and reflect the potential ahead as we enter our next phase of growth," said Max Wetzel, CEO of Tropical Smoothie Cafe. "Aurify Kingstar brings the restaurant experience, infrastructure and proven multi-unit development capabilities we look for in growth partners. Together, we can meaningfully expand our presence in the Northeast while continuing to deliver the guest experience and community connection that define our brand."
The new Tropical Smoothie Cafe stores will also have a fresh look. In September, the company debuted a “brand transformation” created in partnership with global branding agency JKR, designed to bring its “Eat Some Good!” marketing tagline to life and support its next phase of growth. The new branding includes a redesigned logo with a palm tree icon shaped as a T that serves as a shorthand for the company’s name, along with new colors, illustrations and photography.
"We've followed Tropical Smoothie Cafe's growth and success for some time, and the strength of the brand and the experience it creates for guests stood out to us," said Jeremy Tannenbaum, director of strategic initiatives at Aurify Brands. "As operators, we're passionate about restaurant concepts that bring people together and become part of the communities they serve. We see a tremendous opportunity to build Tropical Smoothie Cafe's presence throughout the Northeast, create great experiences for our guests, and establish meaningful connections in each community we enter."
Founded in 1997, Tropical Smoothie Cafe operates more than 1,750 locations across 44 states. At the recent ICSC @ Midwest event in Chicago, Tropical Smoothie Cafe’s director of real estate said the company is looking to open roughly 200 new stores per year across markets nationwide.
