Dive Brief:
- Smoothie King will expand its food menu with flatbreads and high-protein items, the company said in a Tuesday press release. The lineup is expected to begin rolling out across stores over the summer, a spokesperson wrote in an email.
- The chain will add ovens across its system at no cost to existing franchisees, to support the menu expansion. Smoothie King also aims to open more units, expand customer reach and increase profitability, the company said.
- The menu expansion is part of a broader brand evolution plan announced by the chain, which also includes a national advertising campaign and changes to its in-store design and guest experience.
Dive Insight:
Smoothie King first expanded beyond beverages in 2023 with the rollout of smoothie bowls, which resulted in strong sales and traffic. The chain said it sold 4.5 million bowls in the first seven months after the launch. The company followed up with a high-protein food menu last year, adding loaded toasts and protein boxes to its menu.
Smoothie King’s growing food menu will likely help boost average net sales, which have been virtually stagnant in the last few years. This metric was up only slightly in 2025 at $662,015 compared to $659,567 in 2024, according to its franchise disclosure document. Its 2026 levels were also virtually identical to 2023, when average net sales were just over $661,000 This is substantially lower than the roughly $1 million in average unit volume at rival Tropical Smoothie Cafe, however, which has long offered food alongside its smoothies.
Overall franchise system sales have grown continuously over the past 10 years at Smoothie King, with sales up by 4.4% to over $760 million in 2025.
The brand evolution plan is also meant to support the chain’s rapid growth trajectory, which includes over 200 new store commitments, and over 1,500 available trade areas in its development pipeline. The company, which is just over 50 years old, said the plan will support the next 50 years of growth.
The chain has grown its unit count over the past three years from 1,103 units at the start of 2023 to 1,242 units at the end of 2025, per its FDD. Growth has been driven by franchisees, which have opened 152 units since 2023. The FDD projects that franchisees will open an additional 91 units this year.
Smoothie King will slowly introduce refreshed in-store designs that move away from its “stark, functional aesthetic” to one that offers “warmth and approachability.” After undertaking consumer research, the chain settled on adding more branded artwork and merchandising, including a smoothie-inspired installation made with red straws, as well as greenery. The company is also redesigning menu boards, updating lighting and using a warmer color palette.
“These updates were thoughtfully designed to be both impactful for guests and practical to implement across the system,” the company said. “Together, these elements create a layered sensory experience that brings the brand’s care commitment to life and fosters a more warm, welcoming environment for guests.”
The brand evolution will include a new national campaign called “The Best Kind of Delicious,” that will launch across multiple traditional platforms, as well as social and digital media. The campaign will highlight how Smoothie King has used nutritional experts to craft smoothies that support a range of healthy habits. Additionally, through April 23, the company will have a De-Dupe Program that allows customers to bring in recipes from other smoothie chains to trade in for a smoothie that supports healthy habits.
