Max Wetzel
ON THE RECORD · 8 verbatim quotes · every quote source-verified
“Those are some of the bigger types of investments that we've built since Blackstone got here,”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Wetzel referenced larger investments made in the brand since Blackstone acquired the company in 2024.
“We're thinking about what our next 3,000 cafes look like, and so it's a perfect time for us to roll this out.”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Wetzel explained the timing of the brand redesign as the chain plans its next 3,000 locations.
“The color palette is entirely created by the ingredients that you can find in our cafe,”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Wetzel described the new design's color palette as being derived from the chain's ingredients.
“What's exciting is as we hit critical brand awareness levels in these markets, we're seeing a nice increase in overall [average unit volumes],”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Wetzel noted that as the chain reaches critical brand awareness in new markets, average unit volumes are increasing.
“building a best-in-class company.”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Wetzel described building a best-in-class company as his ultimate goal behind the rebranding effort.
“We're a beverage-led concept, and beverage has gone from being the sidekick to the main event,”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Wetzel noted that beverages have become central to the chain's concept, with about 85% of transactions including a smoothie.
“We are a company and a brand that has evolved significantly over the last few years and really over the last 10 years,”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Tropical Smoothie Cafe unveiled a new look as the chain prepares for continued rapid growth under Blackstone's ownership.
“All these ingredients are very different than a category that's really dominated by browns and beiges and fried food.”
Max Wetzel · said 2026-09-16 · reported 2026-09-16
Wetzel contrasted Tropical Smoothie's ingredient-based color palette with typical quick-service competitors.