The Deal
Tropical Smoothie Cafe has signed a 40-unit franchise development agreement with New York-based Aurify Kingstar to expand across New York and Connecticut, the Atlanta-based fast-casual chain announced October 19. The deal covers Albany, Westchester County, the Bronx, and Western Connecticut, with Aurify Kingstar planning to open its first location in early 2027.
The agreement accelerates Tropical Smoothie Cafe's push toward 1,800 systemwide units — a milestone the brand expects to cross before year-end 2026 — from a current base of more than 1,750 cafes in 44 states. The chain ranked No. 1 in the Smoothie/Juice Category on Entrepreneur's Franchise 500 for six consecutive years and appears on Technomic's Top 500 list of leading restaurant chains, signaling sustained category momentum that the brand is now deploying into one of the country's most competitive and densely populated regional markets.
The Operator
Aurify Kingstar brings a portfolio of more than 300 developed, operated, or acquired restaurants, including franchise brands Five Guys, Wingstop, and Le Pain Quotidien, alongside proprietary concepts Happy Monkey by Jean-Georges, Melt Shop, and Little Beet. Co-founded by John Rigos and Andy Stern, the firm operates primarily across the Northeast — making it a strategically aligned partner for a brand seeking to close a geographic gap in a region where smoothie-and-better-for-you fast-casual demand has shown consistent growth. Jeremy Tannenbaum joins Rigos and Stern in leading the new Tropical Smoothie Cafe development effort.
"We've followed Tropical Smoothie Cafe's growth and success for some time, and the strength of the brand and the experience it creates for guests stood out to us," said Jeremy Tannenbaum of Aurify Kingstar. The group cited available development whitespace and growing consumer demand as key factors in selecting the brand for its portfolio.
Growth Context
The Northeast deal reflects a broader franchise development posture at Tropical Smoothie Cafe, which recently appointed Joe Sieve as Chief Development & Growth Officer to oversee pipeline execution. CEO Max Wetzel framed the partnership in terms of scalable, operator-led growth: "Aurify Kingstar brings the restaurant experience, infrastructure, and proven multi-unit development capabilities we look for in growth partners."
For multi-unit franchise operators, the better-for-you fast-casual segment has become an increasingly attractive allocation as consumer interest in functional beverages and health-forward restaurant formats continues to grow. Tropical Smoothie Cafe's positioning — smoothies alongside a full food menu — differentiates it from juice-only concepts and broadens daypart coverage, a factor that multi-unit developers weigh when assessing throughput potential.
The brand's pipeline discipline, prioritizing experienced franchisees with established infrastructure over single-unit entrants, mirrors a strategy seen across fast-casual franchise networks targeting urban-suburban corridors in the Northeast. Aurify Kingstar's existing footprint and operational infrastructure in the region give Tropical Smoothie Cafe a ready-built platform to execute site selection, construction, and staffing at pace.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
