The New York-based multi-concept operator Aurify Brands is adding Tropical Smoothie Café to its franchise portfolio.
Aurify, which is parent to proprietary brands like Happy Monkey by Jean-Georges, Melt Shop and Little Beet, is already a franchisee of brands like Five Guys, Wingstop and Le Pain Quotidien. In a new deal announced on Monday, Aurify has signed on to open 40 Tropical Smoothie units across New York and Connecticut.
The Tropical Smoothie growth will fall under Aurify Kingstar, a newly created holding company, which partner Andy Stern said will be the vehicle for new franchise expansion “to keep it clean.” The company is working on some other franchise deals that might bring Aurify into other new categories, he said.
Stern will lead Aurify Kingstar under Aurify Brands, along with partners John Rigos and Jeremy Tannenbaum. The first Tropical Smoothie under Aurify is expected to open in early 2027.
Max Wetzel, CEO of Tropical Smoothie, said in a statement, “New York and Connecticut represent tremendous growth opportunities for Tropical Smoothie Café and reflect the potential ahead as we enter our next phase of growth.
“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.”
Tropical Smoothie is on track to open its 1,800th unit before the end of 2026.
The Atlanta-based chain recently launched rebranding elements, including a new logo, and the entirely franchised chain is looking to grow into nontraditional locations, like airports and military bases — as well as international expansion.
The smoothie concept was acquired by private-equity firm Blackstone for $2 billion in 2024.
