Staffing

Former CKE, Papa Johns exec leading Tropical Smoothie Cafe

Photo: TSC

November 5, 2024

Tropical Smoothie Cafe has hired Max Wetzel, the former CKE Restaurants Holdings CEO and Papa Johns COO, as its CEO. He succeeds Charles Watson, who is leaving after leading the brand for the past six years. He joined the chain nearly 17 years ago.

Roland C. Smith, the former CEO of Delhaize America, Wendy's/Arby's Group, Wendy's International, Triarc Companies and Office Depot, has joined its board of directors.

"We are delighted to welcome Max and Roland, two industry executives of the highest caliber, to Tropical Smoothie Cafe as we continue to deliver exceptional service and high-quality products for our valued guests," Nigel Travis, chairman of the Board for Tropical Smoothie Cafe, said in a company press release. "Tropical Smoothie Cafe 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 Cafe and our franchisees extend their strong momentum."

Travis said he wanted to thank Watson for his service and numerous contributions to Tropical Smoothie Cafe, including overseeing significant expansion and attracting new investment in the future of this special franchise.

"I am so proud of what our support center team members and franchisees have accomplished during my time at Tropical Smoothie Cafe," Watson said in the release. "I am confident Tropical Smoothie Cafe is well positioned to build on our many achievements to date and to advance its rapid growth, and I remain invested in the success of Tropical Smoothie Cafe."

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

Peter Wallace, a senior managing director at Blackstone, said: "Max's extensive experience at leading global brands and national franchise businesses makes him an ideal leader to take Tropical Smoothie Cafe to the next level of growth and innovation. With Blackstone's scale and resources behind the company, we are excited to invest in Tropical Smoothie Cafe's continued expansion for its valued guests and franchisees."

Tropical Smoothie Cafe began operating as a single location on a beach in Destin, Florida, in 1997 and now has nearly 1,500 locations across 44 states.