Tropical Smoothie Cafe announced Monday the appointment of Max Wetzel as CEO of the Atlanta-based chain. Wetzel joins Tropical Smoothie Cafe from CKE Restaurants, where he has served as CEO of the company since last year. He succeeds Charles Watson, who is stepping down after 16 years with Tropical Smoothie Café (including the last six years as CEO).
"I am honored to have the opportunity to join Tropical Smoothie Cafe at this exciting stage of our growth journey," Wetzel said in a statement. "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.”
Before serving as CEO of Carl’s Jr. parent company, CKE Restaurants, where he oversaw more than 3,700 restaurants across 40 countries and territories, Wetzel spent four years at Papa Johns International Inc., most recently serving as executive vice president and COO of the pizza until 2023. Prior to those positions, he held multiple leadership roles at the Kraft-Heinz Company.
In addition to Wetzel’s appointment as CEO, Tropical Smoothie Cafe also announced the appointment of Roland Smith to its board of directors. Smith is currently chairman of Jack's Family Restaurants and a director of The Station Foundation.
"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 statement. "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."
Earlier this year, Tropical Smoothie Cafe was purchased by Blackstone in a $2 billion deal. The company currently has nearly 1,500 locations in 44 states.
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