Tropical Smoothie Cafe is rolling out a new brand look as it continues expanding its store footprint. The chain says the makeover supports its growth plans, including reaching thousands of additional locations in the coming years, as outlets report different target milestones.
The company’s expansion is tied to its ownership by private equity firm Blackstone. Quartz reports the chain is nearing a stated milestone of about 1,800 locations, while CNBC describes the next phase as aiming toward its “next 3,000” locations. Both accounts frame the branding update as part of a strategy to increase national visibility alongside physical growth.
Quartz adds that Tropical Smoothie Cafe reports improved national brand awareness, citing that 42% of consumers recognize the brand, up from 34% a year earlier. CNBC focuses more on the rollout of the new branding and the scale of growth under Blackstone, without emphasizing the same brand-awareness figures.
