Tropical Smoothie Cafe Propels Brand Refresh With Nationwide Rollout Of New Restaurant Design
August 02, 2016 // Franchising.com // ATLANTA – Tropical Smoothie Cafe, the leading fast casual cafe concept known for its better-for-you food and smoothies with a tropical twist, recently kicked off a prominent brand refresh in an effort to reflect the company’s evolution since its founding in 1997. The rebranding is propelled by the rollout of a new restaurant design at Tropical Smoothie Cafe locations nationwide, which exudes a relaxed coastal atmosphere and was designed to enhance the consumer experience and better align the dining environment with the brand’s culture.
“As Tropical Smoothie Cafe continued growing and evolving over the past several years, it became obvious to us that our brand’s image needed to follow suit. We launched this rebranding in an effort to ensure every location nationwide reflects our company’s vibrant and engaging personality while communicating the right message to consumers, and we’re thrilled that our new restaurant design has accomplished that goal,” said Mike Rotondo, chief executive officer of Tropical Smoothie Cafe. “Unveiling the new design successfully invigorated the face of our brand and helped us create a dining experience that truly conveys the essence of Tropical Smoothie Cafe, and we look forward to introducing the concept to more and more fans as we continue bringing the new look to communities throughout the country.”
The new restaurant design has a coastal theme with muted, warm colors and worn wood and metals to provide guests with a relaxed atmosphere. Design elements reinforce transparency in regards to food preparation, with an open concept kitchen as well as a smoothie bar where customers can watch the creation of their smoothies. According to company research, the new design brings in 10 percent more first time visitors, as well as increased existing guests’ visit frequency by 28 percent, reflecting how the redesign has positively impacted sales and customer retention.
“We know that for our guests comfort is key, which is why all of the new restaurant design elements were put in place to ensure that we provide the perfect environment for enjoying our signature better-for-you options in a comfortable and warm atmosphere,” said Tom Plauche, director of construction for Tropical Smoothie Cafe. “From the community-style seating to the brand-new smoothie bar, no detail was overlooked during the design process, and we are thrilled to unveil a new look that embodies everything Tropical Smoothie Cafe believes in.”
In addition to a restaurant redesign, the rebranding also included a more modern and sophisticated logo. The new logo reinforces the continued evolution and accelerated growth of the Topical Smoothie Cafe brand, and reminds guests that the cafe’s offerings extend beyond smoothies. According to a company research, the rebranding has built confidence among consumers that Tropical Smoothie Cafe’s is not only a destination for smoothies, but better-for-you, high quality food.
“Since unveiling the new look, the reception from customers who have visited our remodeled cafes has been overwhelming positive and we’re thrilled with the results,” said Nick Crouch, Tropical Smoothie Cafe franchisee. “The coastal theme and new design elements have created an enjoyable atmosphere that keeps guests coming back for more, and the redesign has had a huge impact on our business.”
Tropical Smoothie Cafe reported its strongest year of growth in 2015 with same-stores sales of 11.25 percent and signed franchise agreements to develop 199 new cafes across the U.S. The brand recently reported its seventh consecutive quarter of double-digit positive comp sales. This year, the food and smoothie franchise plans to exceed 550 restaurants nationwide. The brand currently has franchise opportunities across the U.S. in markets such as Miami, Philadelphia, Boston, Houston, Dallas-Fort Worth, Atlanta and Columbus, among others. By 2018, Tropical Smoothie Cafe plans to have 800 locations open across the U.S.
Tropical Smoothie Cafe is looking to add qualified franchisees to its growing brand. Candidates should have business experience; $125,000 in liquid assets and a minimum net worth of $350,000; and an initial investment of between $198,050 and $478,550. The healthier fast food franchise currently boasts an average unit volume (AUV) of more than $634,000 — the highest in the company's 19-year history — with the top 50 percent reporting an AUV of more than $806,000.
Tropical Smoothie Cafe’s aggressive franchise growth is backed by the entrepreneurs at the BIP Franchise Accelerator, a division of venture capital firm BIP Capital, which invested in the brand in 2010. BIP Capital has invested more than $250 million in emerging, high-growth brands across the franchising, software, and technology and consumer products industries. BIP Capital created the BIP Franchise Accelerator to leverage its leadership team's deep franchise experience to help emerging brands accelerate their growth. In addition to Tropical Smoothie Cafe, the BIP Franchise Accelerator’s portfolio includes Tin Drum Asian Kitchen, which has grown to 13 locations in Georgia and Florida.
For more information about opening your own Tropical Smoothie Cafe franchise, please visit www.tropicalsmoothiefranchise.com.
About Tropical Smoothie Cafe
Founded in 1997, Tropical Smoothie Cafe is a fast-casual restaurant concept inspiring healthier lifestyles across the country, with over 500 locations nationwide. With snack and meal options for any time of day, Tropical Smoothie Cafe serves smoothies, salads, wraps, sandwiches, and flatbreads. The rapidly growing franchise has received numerous accolades including being ranked on Entrepreneur’s 2016 Franchise 500, 2016 Fast Casual Top 100 Movers and Shakers, Franchise Times’ Top 200+ and Nation’s Restaurant News’ 2015 Top 200. Tropical Smoothie Cafe is seeking qualified franchisees to expand throughout the United States in markets such as Miami, Philadelphia, Boston, Houston, Dallas-Fort Worth, Atlanta and Columbus, among others.
About the BIP Franchise Accelerator
The BIP Franchise Accelerator is a division of BIP Capital, an Atlanta-based venture capital firm with over $250 million invested in over 26 companies in emerging, high-growth brands across the franchising, software, technology and consumer products industries. BIP Capital created the BIP Franchise Accelerator to leverage its leadership team’s deep franchise experience to help emerging brands accelerate their growth. The BIP Franchise Accelerator not only provides investment capital, but also uses proven strategies to help companies evolve into mature, thriving brands. From fast casual and QSR concepts to service brands and healthcare and education concepts, the BIP Franchise Accelerator has invested in emerging brands driven by people with an entrepreneurial spirit that have a great growth potential. Its current portfolio includes Tropical Smoothie Cafe, Tin Drum Asian Kitchen and BIP Franchise Finance. For more information on BIP Franchise Accelerator, visit www.bipfranchiseaccelerator.com.
SOURCE Tropical Smoothie Cafe
Fish Consulting, LLC