Tropical Smoothie is getting a new look.
The Atlanta-based chain on Wednesday unveiled a brand transformation designed to bring its “Eat Some Good!” marketing tagline to life, the company said.
The theme, which will appear across digital and in-café touchpoints, is establishing “tropical” as a state of mind.
“What makes Tropical Smoothie Café special is our ability to bring together great-tasting smoothies, freshly prepared food and an uplifting experience that helps guests fuel their day,” said Max Wetzel, the fast-casual chain’s CEO, in a statement. “This evolution reflects the brand we’ve become, sharpens how we communicate our distinct position in the market, and creates an even stronger foundation for future growth.”
Tropical Smoothie was founded in Destin, Florida, in 1997 and has grown at a steady pace, almost entirely with franchising. The chain was acquired in 2024 by private-equity firm Blackstone for $2 billion.
U.S. sales topped $1.5 billion in 2025, marking a 6.5% increase, according to Technomic data. The chain ended the year with 1,659 units, up nearly 10%.
The 1,700th café opened in April, and Tropical Smoothie is on track to reach 1,800 before year’s end, the company said.
Tropical Smoothie’s average unit volumes were $964,000 at the end of 2025. That was down from the $1 million AUV in 2024, but the dip is likely a result of rapid expansion that year, when 144 net new units were added.
Still, Tropical Smoothie leads the pack in terms of average volumes among its beverage-and-snack peers. Nekter Juice Bar comes closest, with an AUV of $795,000, followed by Smoothie King at $665,000, according to Technomic.
The new branding effort, created with the global branding agency JKR, is designed to support a next phase of growth, the company said.
Now operating across 44 states, Tropical Smoothie is looking to expand in nontraditional locations, like airports and military bases. And plans are underway to expand internationally.
The new design includes a new logo, which is a “playful palm T” serving as shorthand for “tropical,” with Palm Frond Green and Sunset Orange colors to evoke “sun-kissed” warmth.
Over the next few months, the chain will roll out a new website and app, and the new branding will appear in units.
“This goes beyond how the brand looks,” said Deborah von Kutzleben, Tropical Smoothie’s chief marketing officer, in a statement. “It’s about creating a stronger, more consistent brand experience across every touchpoint, one that guests will feel the next time they order, true to the energy, quality and optimism that have always driven our business.”
