26, 2021. Because 99% of Tropical Smoothie Cafe's system is franchisee-owned and operated, it was my goal to maintain consistency for them and move the company forward in the right direction, with a lot of reverence and respect for the past. Fast CasualAn interview with Tim Tang of HughesDecember 2, 2019. Michael brings 20 years of foundational IT skills and core functions of digital knowledge critical to shaping our journey to reach guests via innovative technologies. Here's how CEO Charles Watson did it. In her role as Chief Development Officer, Cheryl drives the brands franchise development sales, real estate and design and construction. And it has been a fantastic partnership because we can see the benefit of the dollars that were putting in. Were working on it. I write about the franchising, restaurant and food services industry. in December 2018. Theres an obvious answer for me here, and thats to put your heart into what you do. Tropical Smoothie Cafe CEO Charles Watson Tells Us Everything About The Franchise - Exclusive Interview. He's no stranger to franchise development, nor is Charles Watson an outsider, having served four years as the company's Chief Development Officer in addition to his prior role as VP of Franchise Development. As reopening guidelines are being determined, we plan to move forward with an abundance of caution.". Charles Watson, CEO of Tropical Smoothie Cafe, LLC, said, "We were humbled by the incredible response to the 200,000 smoothies our franchisees donated to frontline heroes nationwide. As a 35 year veteran of the restaurant and franchise industry, I have always been fascinated by the challenges, risks, rewards, and day to day "work" a CEO faces when first taking the helm of an ongoing franchise organization. From there, we set up committees, reporting into our TFC, around the major parts of our business, and included more franchisees to provide feedback and work with us on further improving IT, Marketing, Design, and Construction, etc. How Much Do You Make Owning A Tropical Smoothie. Tropical Smoothie Cafe has deals in place for hundreds more locations in the pipeline and is on track to meet Charles aggressive goal to hit 1,500 locations by the end of 2024. Costs can vary by location and the average cost is $370,000. Tropical Smoothie Cafe CEO Charles Watson has been with the company for more than 10 years and is passionate about supporting the franchise system's sustainable growth, the success of its franchisees, and the . I love that. If you are a resident of or want to locate a franchise in one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your state. In short, franchisees needed to know that there was a formal mechanism of their peers that was constantly feeding back to us at the Support Center. Right next to that is our relationship with our Franchise Owners. CEO Charles Watson, . The fact that nearly 60% of all new Tropical Smoothie Cafe units are opened by existing franchisees underscores the franchise owner's satisfaction with the concept, the company, and it's leadership. And so the way that they impact the communities where they operate is a really big part. Within the first day, several local franchisees jumped on board and donated more than 600 smoothies each, and the donations just kept growing from there. Every day is a day to celebrate at Tropical Smoothie Cafe, with all the success were having. 770-580-2333 In todays restaurant industry, consumers are always looking for the next trendy item or the next emerging concept. Previously with Papa Johns International as the Vice President, Global Digital Technology, Michael is a seasoned technology executive with vast engineering and operations expertise, leadership, and a deep understanding of digital technology and guest experiences. For me, its about really making sure that those DMAs [distinct market areas] or those different cities are all well represented and well connected so that our brand can compete in those different cities. Tropical Smoothie Cafe has deals in place for hundreds more locations in the pipeline and is on track to meet Charles' aggressive goal to hit 1,500 locations by the end of 2024. What was the condition of the company before you were named CEO? Franchising offers multiple benefits to a business as a whole. Our consumers really like our food. He has been the Chief Development Officer since 2015 and directly responsible for selling more than 800 franchises during his tenure. It's tropic time. Now were really taking the lead from our franchisees and building out DMAs organically from outside them. Net Worth Requirement $350,000 . Occhiogrosso: How do you feel about franchise advisory councils? Early in his career, Mark served the franchise industry as a supplier, delivering innovative technology-enabled marketing strategies to help emerging franchise concepts rapidly scale and grow revenue through local-level marketing and sales. Charles Watson:"Prior to joining Tropical Smoothie Cafe, I worked for several hotel and hospitality-centric companies, including Wyndham Hotels & Resorts, Intercontinental Hotels Group, US Franchise Systems, Inc. and Hospitality Real Estate Counselors. Prior to joining Tropical Smoothie Cafe, Richard was the Vice President of Operations, West Division, for Papa Murphys International where he was responsible for field operations and marketing. Paul Marsden oversees development and execution of financial strategies to support the companys business plans. SUCH REGISTRATION DOES NOT CONSTITUTE APPROVAL, RECOMMENDATION OR ENDORSEMENT BY THE COMMISSIONER OF CORPORATIONS NOR A FINDING BY THE COMMISSIONER THAT THE INFORMATION PROVIDED HEREIN IS TRUE, COMPLETE AND NOT MISLEADING. Richard has served in a franchise operations capacity for more than 20 years with brands such as TCBY, Carvel, and Moes Southwest Grill. Paul Marsden oversees development and execution of financial strategies to support the companys business plans. Players MAY win multiple prizes in a. Well, Tropical Smoothie Cafe, we've got 850 locations in 44 states. And then number two, I would say a franchisee base that is second to none. Areas we wanted to attack immediately with our rapid growth were direct franchisee support as well as technology support and menu innovation. So thats always up there. A presentation for a board is focused on very different things than a franchisee roadshow. 770-580-2333 Watson:"I wanted to further instill a franchisee-first mentality. My job is to serve them. I wont lie, it was a blow to the ego at first, but it taught me what being a role player means and how important every role is to the bigger picture. New York State Disclaimer: This advertisement is not an offering. Mark serves on the board of the Institute of Certified Franchise Executives. Richard has served in a franchise operations capacity for more than 20 years with brands such as TCBY, Carvel, and Moes Southwest Grill. 185 Industrial Pkwy, Site H. Branchburg. Our relationships are founded on trust and respect for the unique talents of our teams, franchisees, and vendors alike. The initial investment ranges from $246,500 to $580,500. 2~10() . "Relationships Rule" is one of our core values, and because of that, people are at the heart of our company. charles watson tropical smoothie cafe. And those are the most important things that I do.. Charles Watson CEO. So we have a broad array of food products that are both healthier and theyre more boldly flavored. Over the years, weve learned that our innovative and versatile menu, featuring a wide variety of food items in addition to smoothies, has brought tremendous success to our brand and to our incredible franchisees. Prior to being named CEO in 2018, Charles served as the chief development officer for Tropical Smoothie Cafe. But the Mango Berry Cosmo has overtaken it. Richard Key serves as the Chief Operations Officer, responsible for overseeing the operations team and its support and training of the Tropical Smoothie Cafe franchise community. Here's how CEO Charles Watson did it. Your results may differ. Were now seeing a big acceleration in the business in 2021, much of that is attributable to our franchisees, really working hard to stand up digital channels. SUCH REGISTRATION DOES NOT CONSTITUTE APPROVAL, RECOMMENDATION OR ENDORSEMENT BY THE COMMISSIONER OF CORPORATIONS NOR A FINDING BY THE COMMISSIONER THAT THE INFORMATION PROVIDED HEREIN IS TRUE, COMPLETE AND NOT MISLEADING. And so we are rolling out this fall, what were calling it, our Inspire Better, right? So theres a lot of involvement. That created a kind of blueprint that served as the foundation for me to take the reins and lead the company the way I felt was best. Building off this momentum, in 2019, we celebrated the openings of our 750th and 800th locations, but taking over during such a monumental time for our brand certainly brought opportunities to improve. Total investment for a new cafe opening ranges between $246,500 and $580,500. Under his leadership, the Tropical Smoothie Cafe system grew from 265 open units to 725 open units. *. Mark Montini joined Tropical Smoothie Cafe as Chief Marketing Officer in October 2019. We gathered that feedback and used it to set goals and action plans for the company. Thats a smoothie that has pineapple, strawberries, and white chocolate and coconut. So were a brand thats going to be close to pushing a 3:1 investment ratio. "I've been with Tropical Smoothie since 2010 and was [first] our vice president of franchise development," he told Mashed. From wraps to flatbreads to salads, Mr. Watson continues to solidly position Tropical Smoothie Cafe as a leader in the fast-casual, healthier lifestyle food category. Charles recently joined his team in celebrating the opening of the 1,000th Tropical Smoothie Cafe location. In a highly competitive segment, we're one of the fastest-growing quick-casual brands, opening 124 new locations in 2019 alone and singing 213 development agreements to open hundreds of businesses over the next few years.". Charles is a graduate of The Hotel School at Cornell University and holds a Master of Business Administration from The Terry College of Business at The University of Georgia. This is a BETA experience. The TFC works hand-in-hand with Tropical Smoothie on all facets of the business from operations, IT, marketing, construction, and beyond, and their genuine feedback continues to establish the open communication we strive for, helping us to enhance our business model on an ongoing basis. While our projected 2020 growth might take a step back due to the coronavirus, I believe our approach to navigating through this will help us emerge quickly once it passes.". At the start of his career, Michaels ambitious spirit led him to develop a point of sale system, Hot Sauce. And so I dont know. Oh gosh. We had a high level of mutual trust and respect for each other that existed before I assumed the role of CEO. Watson: Our franchisees are the heart of our brand, so we wanted to make sure we were doing everything we could to help them stay afloat through the crisis. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. I was born with a strong work ethic. CALIFORNIA DISCLAIMER: THESE FRANCHISES HAVE BEEN REGISTERED UNDER THE FRANCHISE INVESTMENT LAW OF THE STATE OF CALIFORNIA. Did you foresee the level of growth the chain has experienced of late? We want to capture both the head and the heart of our consumers. Drain-Net Technologies. Michael Lapid joined Tropical Smoothie Cafe in October of 2019 to the role of Chief Information and Digital Officer. The average tropical smoothie franchise owner s salary/pay is estimated to be $126,000 per year, based on an average net revenue of $1,009,803 and a profit margin of 15%. Watson: "I'm a huge advocate for franchise advisory councils, specifically when nearly 60% of all franchise agreements at Tropical Smoothie Cafe come from existing franchisees. It was not possible for me to get involved in every project so I had to learn to let go and delegate. As you know, the restaurant industry has taken a huge hit. But its the freshness. Well see, I may have to bring that one back. Thats our limited-time offer. I have a little bit sweeter palate. Mark Montini joined Tropical Smoothie Cafe as Chief Marketing Officer in October 2019. In this role, he is responsible for the brand's strategic vision and overall franchise performance. He sat down to do an interview with Tim Tang and talked about how his brand is innovating to meet the needs of todays consumers. NET WORTH * LIQUID CAPITAL/CASH . A Tropical Smoothie Caf is a better-for-you, fast-casual restaurant business offering freshly prepared food and smoothies served in a fun, friendly environment. Since that time, he has led the company on its quest towards $1billion in sales by 2023. Atlanta, GA. The impact of technology on the restaurant business and how Tropical Smoothie Cafe is adapting to a changing landscape in hospitality. Weve raised almost $7.5 million for them. And now is the right time to buy." . It is, however, a "darn good chaser," he said and . See where were looking to grow to meet the incredible demand. Charles recently joined his team in celebrating the opening of the 1,000th Tropical Smoothie Cafe location. Prior to joining Tropical Smoothie Cafe, Pete served as the Deputy General Counsel and Chief Compliance/Risk Officer at Popeyes for over 10 years and has extensive experience handling corporate transactions, both in-house and in private practice. Although COVID-19 has directly impacted our business, some days being down more than 50 percent, we consider ourselves lucky to have a business model that allowed us to easily transition to grab-and-go, curbside, and delivery only. Our company sells about 200 franchises, opens over 120 cafes a year, and has more than 500 locations in the pipeline. Charles also serves on the boards of the International Franchise Association (IFA) and the Certified Franchise Executive (CFE) program. So I would say our Island Green Detox is not my go-to, but I understand that should be my go-to from a health perspective. Always number one, what I am focused on, is unit-level economics for our Franchise Owners. Tropical Smoothie Cafe is rounding out yet another year of impressive growth. . Its been quite the adventure since becoming the CEO in 2018, and Ive enjoyed every twist and turn in the road. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. And was one in place already? Mark serves on the board of the Institute of Certified Franchise Executives. In that role, he was responsible for all aspects of franchise development, real estate, design and construction and franchise administration and helped grow the system from 265 open units to 725 open units. Because sure, the smoothies sell well and all, but did you know about the Chipotle Chicken Club flatbread sandwich? . 1117 Perimeter Center West, Suite W200 Prior to that, she spent 22 years at BBDO Worldwide, where she was executive vice president and senior director for the global advertising powerhouse, leading campaign strategy and execution for many large national brands. Tropical Smoothie Cafe CEO Charles Watson has been with the company for more than 10 years and is passionate about supporting the franchise systems sustainable growth, the success of its franchisees, and the execution of the brands Inspire Better mission. Tropical Smoothie Caf works to keep its momentum. Atlanta, GA 30338 5 Questions with Tropical Smoothie CEO Charles Watson. I and/or my business partner(s) have the following financials, Tropical Smoothie Cafe, LLC One of the biggest expenses seen in the income statement is $12 million spent in . I may have been, in fact, the person responsible for awarding them a franchise! TikTok user Fuhlex left her followers stunned after revealing the cost of the bagThe social media user, from LA, said she was 'too embarrassed to put it back'But people likened it to a 'potato sack' and begged her to return it to the store Day-to-day I would say my favorite is the Avocolada Smoothie. Passion is key in everything. What challenges, if any, did you face in getting "buy-in" from the existing franchise community once you became CEO? Nov 10, 2021, 09:36 ET. Tropical Smoothie Cafe has deals in place for hundreds more locations in the pipeline and is on track to meet Charles' aggressive goal to hit 1,500 locations by the end of 2024. I was originally a quarterback in high school and had my heart set on the same position for college. Please give our readers the "Elevator Pitch" for Tropical Smoothie Cafe? When I became CEO, I launched a formal franchisee advisory council, known in our organization as the Tropical Franchisee Council (TFC). The guests who support local businesses in and around their communities are the ones we give the credit to because their loyalty to our cafes is what has ultimately maintained our ability to serve. And it has also driven franchise development and growth, so more units coming out. Charles recently joined his team in celebrating the opening of the 1,000th Tropical Smoothie Cafe location. Turns out, theres a lot to know about Tropical Smoothie Cafe. As their franchise website states: "Tropical Smoothie Cafes menu boasts bold, flavorful smoothies with a healthy appeal, all made-to-order with quality ingredients. Cheryl Fletcher joined Tropical Smoothie Cafe in July of 2017. For me, my entrepreneurial passion really came from my parents. So again, I mentioned earlier menu innovation. See where were looking to grow to meet the incredible demand. From my VP of development officer to today as CEO, Ive been passionate about the brands vision. CHARLES WATSON: Sure, absolutely. SUCH REGISTRATION DOES NOT CONSTITUTE APPROVAL, RECOMMENDATION OR ENDORSEMENT BY THE COMMISSIONER OF CORPORATIONS NOR A FINDING BY THE COMMISSIONER THAT THE INFORMATION PROVIDED HEREIN IS TRUE, COMPLETE AND NOT MISLEADING. Charles recently joined his team in celebrating the opening of the 1,000th Tropical Smoothie Cafe location.

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