Tropical Smoothie Cafe is rolling out a major brand refresh as the fast-casual chain builds on rapid growth and prepares for its next phase of expansion.
The Atlanta-based company — best known for its made-to-order smoothies, wraps and bowls — has surpassed $1.6 billion in system sales, grown its loyalty program to 13 million members and is on track to top 1,800 locations by the end of the year.
It is also expanding into airports and military bases while laying the groundwork for future international growth.
As part of that push, Tropical Smoothie Cafe unveiled a new brand identity, redesigned logo and refreshed guest experience on Sept. 16…
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