Dive Brief:
- Tropical Smoothie Cafe rolled out a complete brand transformation on Wednesday, highlighting its “Eat Some Good!” philosophy with a new logo and guest experiences, the company said in a press release.
- The smoothie chain will redesign its web experience and app over the next few months to reflect “the spirit of the brand itself,” the company said. The updates will allow for more seamless menu browsing, customizations and access to loyalty rewards.
- The rebranding, which was created with the help of global branding agency JKR, will support the chain’s next stage of growth. Tropical Smoothie Cafe opened its 1,700th restaurant in April and is on pace to pass 1,800 units by the end of this year.
Dive Insight:
Tropical Smoothie Cafe has seen significant growth over the past two years under Blackstone’s ownership and following significant investments in operations and menu innovation.
The chain surpassed $1.6 billion in yearly sales in July and grew its loyalty program to 13 million members — a 25% increase in one year, per the press release. The brand, which has been working with multi-unit, multi-brand franchisees, has a pipeline of 900 units set to open after 2026. It is expanding into non-traditional spaces like military bases and airports and is planning for international growth.
The new branding includes a redesigned logo with a palm tree shaped as a T that also works as a shorthand for the company’s name. The rebrand uses new colors, illustrations and photography based on a palette of Palm Frond Green and Sunset Orange, according to the press release. The updates will start to roll out at restaurants and digital platforms over the next few weeks.
“This goes beyond how the brand looks,” Deborah von Kutzleben, Tropical Smoothie Cafe CMO, said in a statement. “It's about creating a stronger, more consistent brand experience across every touchpoint, one that guests will feel the next time they order, true to the energy, quality and optimism that have always driven our business.”
A handful of other limited-service brands have also undergone rebrands in the past year. KFC launched a global rebrand during the summer, including new packaging and visual refresh, focusing on new sauces and design elements. In October, Domino’s unveiled its first brand refresh in over a decade, with brighter colors, bolder typeface and a new jingle to appeal to younger generations.
