Tropical Smoothie Cafe has appointed Max Wetzel as its new CEO, succeeding Charles Watson, who steps down after more than 16 years with the company.

The company described Wetzel as a seasoned restaurant industry leader with extensive experience in franchising and global brand growth.

Wetzel most recently served as CEO of CKE Restaurants Holdings, overseeing brands like Carl’s Jr and Hardee’s, which operate more than 3700 locations worldwide. Before that, he was COO at Papa John’s International.

He said he looks forward to joining a team with a strong culture and commitment to “inspiring better”.

“The company’s fun, tropical atmosphere and commitment to an innovative, better-for-you menu have solidified its position as a leader in the fast-casual industry,” he added.

Founded in 1997 in Destin, Florida, Tropical Smoothie Cafe has grown from a single beachside location to nearly 1500 stores across 44 states, known for its healthy smoothies and food options.

The change in leadership follows Blackstone’s acquisition, which took place earlier this year.

With Blackstone’s support, Tropical Smoothie aims to accelerate its expansion through investments in menu innovation, operational improvements, and enhanced marketing efforts.

Peter Wallace, senior MD, Blackstone, expressed confidence in Wetzel’s leadership.

“Max’s extensive experience with leading global and franchise brands makes him an ideal choice to take Tropical Smoothie Cafe to the next level of growth and innovation,” said Wallace. “We are excited to invest in the company’s expansion to benefit its guests and franchisees.”