A rendering of Smoothie King’s new store design
Source: Smoothie King
From the rise of GLP-1 drugs to backlash against artificial ingredients, current wellness trends are fueling growth for Smoothie King.
“There are significant industry tailwinds behind what we’re doing,” said Gavin Felder, the chain’s president and CFO. “What we’ve learned is people are a lot more conscious about what choices they’re making. A lot of people are focusing on protein now and on fiber and all those good things.”
Founded more than 50 years ago, the privately held chain takes credit for inventing the word “smoothie” and popularizing the health drinks. CEO Wan Kim, previously a franchisee for the brand in South Korea, has owned Smoothie King since 2012. Last year, the company sold a minority stake to private equity firm Main Post Partners and said the deal would help Smoothie King accelerate growth and innovation.
“If you start the clock [in 2012], we’ve been growing system sales at a compound rate of double digits since then,” said Felder, who joined the company two years ago after spending 16 years with KFC owner Yum Brands.
Over the past five years, Smoothie King has grown its number of locations by about 23%, the company told CNBC. The chain’s system-wide sales have increased roughly 64% over that period.
In 2025, the company recorded revenue of $66.16 million, up 4% from the prior year, according to franchise disclosure documents. Its net income, however, fell about 6% to $14.84 million. At the end of the year, Smoothie King had more than 1,200 locations. Franchisees operate more than 96% of the chain’s stores.
Now, as consumer tastes shift more toward maximizing nutrients, protein and fiber, the chain sees an opportunity to both improve its existing locations and build new ones.
In April, Smoothie King announced a new store design with what the company called more “warmth” and “approachability” — a shift away from its current “stark, functional aesthetic” — and plans to gradually introduce it across its footprint.
And more stores are on the way: the chain said that franchisees have committed to opening more than 200 new locations in the coming years. It’s also planning to expand further into food with flatbreads, building off its existing options of smoothie bowls, yogurt bowls and loaded toasts.
Smoothie King and its franchisees will open about 90 new locations this year, according to Felder.
The wellness boost
While Smoothie King was growing before the current frenzy for protein and fiber, the trends have boosted its sales at a time when many restaurant chains are struggling to attract frugal consumers.
The growing adoption of GLP-1 medications, like Ozempic and Wegovy, are partially responsible for consumers’ interest in upping their protein and fiber intakes. Then there is the growing push from both consumers and regulators away from so-called ultraprocessed foods and artificial flavors and dyes, fueled in part by the Make America Healthy Again movement led by Health and Human Services Secretary Robert F. Kennedy Jr.
Smoothie King was somewhat ahead of the curve; in 2019, the chain finished its “Clean Blends Initiative,” which removed preservatives, artificial flavors and colors and genetically modified fruits, while adding organic vegetables.
“We have a ‘no-no’ list that is longer than Panera’s, that’s longer than Chipotle’s,” Felder said.
Moving forward, in tandem with its store redesigns, Smoothie King plans to share more of its story, from its founding to its banned ingredients.
“A lot of our guests, they are all about health and wellness,” Felder said. “They want to make sure they are tracking everything they can. They are very interested in transparency and the level of information that they can get on our brand and our products … It’s a great tailwind for the category.”
As average national gas prices hit $4 a gallon, consumers are showing signs that they are growing more budget conscious. A number of restaurant companies, from Domino’s Pizza to Chipotle, have reported that sales softened in March, after the U.S.-Israeli war with Iran began.
There is also more competition than ever in the restaurant space for health-conscious diners and protein-rich snacks and meals.
Still, Felder is optimistic that consumers would still buy a FiberMaxxing Smoothie or Power Meal Spinach Pineapple Smoothie, rather than skipping the drink or making it at home.
“We believe — and I’ve seen this — that when customers are stretched, they are more likely to spend on things that make them feel good, rather than things that make them feel guilty.”
