HTeaO Appoints Brian Wise as Chief Executive Officer

August 04, 2026 // Franchising.com // FORT WORTH, TX – HTeaO today announced the appointment of Brian Wise as Chief Executive Officer. Wise, who most recently served as Chief Operating Officer of Freddy’s Frozen Custard & Steakburgers, joins HTeaO as the company advances its operations. HTeaO Co-Founder Justin Howe will transition to the role of Executive Chairman of the Board. Howe will remain engaged in the company’s long-term strategy, brand vision and product innovation, working closely with Wise and the executive leadership team.

The CEO appointment and other developments come amid sustained momentum for HTeaO. The company has grown to locations across multiple states and was recognized in a ranking of fast-growing private companies. It is developing leadership, technology and infrastructure to support a larger network. Other notable changes include leadership additions and updated support systems for franchisees.

“Building HTeaO into the category leader it is today has been one of the greatest privileges of my life,” said Justin Howe, Executive Chairman of HTeaO. “Brian is an exceptional leader who understands what makes this brand special, and I have complete confidence in where he’ll lead HTeaO next.”

“What immediately stood out to me about HTeaO was that it has all the right ingredients for sustained success,” said Brian Wise, Chief Executive Officer of HTeaO. “The quality of the product is unmatched, the guest experience is authentic, and there’s an incredible culture built around franchisees, team members and our corporate support staff all working toward the same goal. I’ve been in the franchisees’ shoes, so I understand the importance of a leadership team that listens. My focus will be working hand-in-hand with our franchise partners to strengthen operations, refine our systems and build an even more scalable model — so HTeaO can keep growing for decades while staying true to what makes this brand special.”

“Brian is exactly the leader HTeaO needs for its next chapter,” said Wayne Moore, Managing Partner of Crux Capital. “He has spent more than 20 years inside one of the best-run franchise systems in the country — first as an operator, and then as the executive who helped scale it to nearly 600 restaurants. That combination of operational discipline and genuine credibility with franchisees is rare. The team has built a category-defining brand, and Brian has the experience to institutionalize the talent, systems and infrastructure that will carry HTeaO to many times its current size.”

“Our decision to increase our investment and become majority shareholders reflects our deep conviction in HTeaO,” said Shravan Thadani, Partner at Trive Capital. “The brand’s passionate consumer following and nationwide whitespace are very compelling within the drive-thru beverage space. We are accelerating investments in the team, technology and infrastructure needed to support the next several hundred locations, and with Brian at the helm we believe HTeaO’s best years are ahead of it.”

SOURCE HTeaO

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