Max Wetzel Joins Tropical Smoothie Cafe as CEO

Tropical Smoothie Cafe has named Max Wetzel its CEO.

Wetzel succeeds Charles Watson, who is stepping down after more than 16 years with the fast-casual restaurant brand, including the past six years as CEO.

Wetzel brings decades of experience growing global brands and highly franchised restaurant businesses. Most recently, he served as CEO of CKE Restaurants Holdings, parent company of Carl’s Jr. and Hardee’s. Prior to CKE Restaurants, Wetzel served as COO of Papa John’s Int’l.

Nigel Travis, chairman of the board for Tropical Smoothie Cafe, says in the release, “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, funds managed by Blackstone acquired Tropical Smoothie Cafe. The brand has nearly 1,500 locations in 44 states. Since the start of 2023 alone, it has opened more than 300 new locations.