Image of Smoothie King’s new store design
Source: Smoothie King
From the rise of GLP-1 drugs to the backlash against artificial ingredients, current wellness trends are driving Smoothie King’s growth.
“There are significant industry tailwinds for our efforts,” said Gavin Felder, the chain’s president and chief financial officer. “What we’ve learned is that people are becoming more conscious about the choices they’re making. A lot of people are now looking at protein and fiber and all the other good stuff.”
Founded more than 50 years ago, the privately held chain is credited with inventing the word “smoothie” and popularizing healthy drinks. CEO Wang Kim was previously the brand’s franchisee in South Korea and owned Smoothie King since 2012. The company last year sold a minority stake to private equity firm Main Post Partners, saying the deal would help Smoothie King accelerate its growth and innovation.
“We started the clock[in 2012]and since then we’ve been growing system sales at a compound rate of double digits,” said Felder, who joined KFC owner Yum Brands two years ago after 16 years with Yum Brands.
Over the past five years, Smoothie King has increased its store count by about 23%, the company told CNBC. During this period, chain-wide sales increased by approximately 64%.
The company posted revenue of $66.16 million in 2025, up 4% from the previous year, according to the franchise’s disclosure documents. Meanwhile, net income fell by about 6% to $14.84 million. At year’s end, Smoothie King had more than 1,200 stores. Franchisees operate more than 96% of the chain’s stores.
Now, as consumer preferences shift towards optimizing nutrients, protein and fiber, the chain is seizing opportunities to both improve existing stores and build new ones.
In April, Smoothie King unveiled a new store design that the company calls more “warm” and “intimate,” a shift from its current “bland, functional aesthetic,” and plans to phase it out across its stores.
And more stores are in the pipeline. The chain said its franchisees are committed to opening more than 200 new stores over the next few years. The company also plans to build on existing options such as smoothie bowls, yogurt bowls and loaded toast, and expand further into flatbread-based foods.
Smoothie King and its franchisees plan to open about 90 new stores this year, Felder said.
Improved wellness
Smoothie King was on the rise even before the current protein and fiber craze, but the trend has boosted sales at a time when many restaurant chains are struggling to attract frugal consumers.
The increasing adoption of GLP-1 medicines such as Ozempic and Wegovy is also contributing to consumer interest in increasing protein and fiber intake. In addition, fueled in part by the “Make America Healthy Again” movement led by Secretary of Health and Human Services Robert F. Kennedy Jr., there is a growing push by both consumers and regulators to move away from so-called ultra-processed foods and artificial flavors and colors.
Smoothie King was ahead of its time. In 2019, the chain ended its Clean Blend Initiative, which removed preservatives, artificial flavors and colors, genetically modified fruits, and added organic vegetables.
“We have a ‘no-no’ list that’s longer than Panera, longer than Chipotle,” Felder said.
In the future, alongside the store redesign, Smoothie King plans to share more of its story, from its founding to banned ingredients.
“Many of our guests want health and wellness,” Felder said. “They want to make sure they’re tracking everything they can. They’re very interested in transparency and the level of information they get about our brands and products. This is a huge tailwind for the category.”
Consumers are showing signs of becoming more budget-conscious as the national average gas price reaches $4 a gallon. From many restaurant companies, domino pizza to chipotle pepperreported that sales softened in March when the war between the United States and Israel and Iran began.
Additionally, the restaurant industry is more competitive than ever for health-conscious customers and protein-rich snacks and meals.
Still, Felder is optimistic that consumers will buy FiberMax Thing smoothies and PowerMeal spinach pineapple smoothies instead of skipping the drinks or making them at home.
“We believe that when customers are nervous, they’re more likely to spend money on something that makes them feel good than something that makes them feel guilty. And I’ve seen this too.”
