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.
“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 Café 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 colours, illustrations and photography.
