Tropical Smoothie Cafe announced that Max Wetzel, a restaurant industry leader with a proven track record driving growth and innovation at some of the most iconic quick service restaurant brands, has been appointed Chief Executive Officer. Wetzel succeeds Charles Watson, who is stepping down after more than 16 years with Tropical Smoothie Cafe, including the past six years as CEO.
Wetzel brings decades of experience successfully growing global brands and highly franchised restaurant businesses. Most recently, Wetzel served as CEO of CKE Restaurants Holdings Inc., parent company of Carl’s Jr. and Hardee’s, overseeing more than 3,700 restaurants across 40 countries and territories. Prior to CKE Restaurants, Mr. Wetzel served as Chief Operating Officer of Papa John’s International, Inc., one of the largest franchisors of restaurants in the world. Throughout his career, his leadership has centered around creative initiatives, collaborative culture, and improved customer experience.
“I am honored to have the opportunity to join Tropical Smoothie Cafe at this exciting stage of our growth journey,” said Wetzel. “Tropical Smoothie Cafe’s uniquely fun, tropical atmosphere, innovative, better-for-you menu and dedication to guests have solidified the Company as a nationally recognized leader in the fast casual industry. I am excited to join an organization with such a strong culture and commitment to ‘Inspiring Better’ in everything that we do. I look forward to working with our talented team to further support our franchisee community to showcase the Tropical Smoothie Cafe story and offer incredible experiences to more communities and guests every day.”
Additionally, Tropical Smoothie Cafe announced that Roland C. Smith, a seasoned restaurant executive with more than 25 years of leadership experience, has joined its board of directors. Smith is an experienced senior executive with a consistent track record of growing leading restaurant, retail and consumer brands. He has served as Chief Executive Officer of both 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 has also served as Chairman of numerous boards, including 24 Hour Fitness USA, Inc. and Carmike Cinemas, Inc., and additionally has served as a Director of Caliber, Inc. and Dunkin’ Brands, Inc. Currently, Mr. Smith is Chairman of Jack’s Family Restaurants and a Director of The Station Foundation.
Earlier this year, funds managed by Blackstone acquired Tropical Smoothie Cafe. This investment from Blackstone is intended to help accelerate Tropical Smoothie Cafe’s already-rapid expansion through continued investments in menu innovation, operating excellence and best-in-class marketing.
Tropical Smoothie Cafe began operating as a single location on a beach in Destin, Florida, in 1997 and has grown into a nationally recognized brand with nearly 1,500 locations across 44 states. Since 2023 , Tropical Smoothie Cafe has opened more than 300 new locations, over 70 percent of which were opened by existing franchisees.
