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Tropical Smoothie Cafe New Branding, Expansion to 1,800 Locations

The chain’s redesign adds brighter colors, a new app and kiosks as it targets more than 1,800 U.S. locations by year-end, CEO Max Wetzel said.

Summary by Quartz
The Blackstone-owned chain says national brand awareness has climbed to 42% of consumers, up from 34% a year ago

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Tropical Smoothie Cafe new branding, expansion to 1,800 locations

The Blackstone-owned chain says national brand awareness has climbed to 42% of consumers, up from 34% a year ago

·New York, United States
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Tropical Smoothie Cafe is getting a makeover as it prepares for its 'next 3,000' locations

Tropical Smoothie Cafe unveiled new branding as it grows rapidly under the ownership of private equity firm Blackstone.

·Englewood Cliffs, United States
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Tropical Smoothie Cafe Reformulates Brand and Looks at 1,800 Stores

Network under Blackstone control presents new visual identity and plans to exceed 1,800 stores in the U.S. by the end of the year, according to CNBC

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CNBC broke the news in Englewood Cliffs, United States on Wednesday, September 16, 2026.
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