Smoothie King plans to expand as wellness trends boost sales

From the rise of GLP-1 drugs to the backlash against artificial ingredients, current health trends are fueling the Smoothie King’s growth.

“There are big industry tailwinds behind what we do,” said Gavin Fielder, the chain’s president and chief financial officer. “What we’ve learned is that people are becoming more conscious about the choices they make. A lot of people are now focusing on protein and on fiber and all that good stuff.”

Founded more than 50 years ago, this privately owned chain is credited with inventing the word “juice” and popularizing healthy beverages. CEO Wan Kim, who was previously a franchisee of the brand in South Korea, has owned Smoothie King since 2012. Last year, the company sold a minority stake to private equity firm Min Post Partners and said the deal would help Smoothie King accelerate growth and innovation.

“If the clock starts [in 2012]“We have increased system sales at a double-digit compound rate since then,” said Felder, who joined the company two years ago after spending 16 years with owner Kentucky Yum Brands.

Over the past five years, Smoothie King has increased its number of locations by about 23%, the company told CNBC. The chain’s systemwide sales increased approximately 64% during that period.

In 2025, the company reported revenue of $66.16 million, up 4% from the previous year, according to franchise disclosure documents. However, its net income fell 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 toward maximizing nutrients, protein and fiber, the chain sees an opportunity to improve its existing locations and build new ones.

In April, Smoothie King announced a new store design with what the company described as more “warmth” and “accessibility” — a shift away from its current “stark, functional aesthetic” — that it plans to gradually introduce across its footprint.

And more stores are on the way: The chain said franchisees have committed to opening more than 200 new locations in the coming years. It also plans to expand further into flatbread foods, building on its existing options of smoothie bowls, yogurt bowls and toasties.

Smoothie King and its franchisees will open about 90 new locations this year, according to Felder.

While Smoothie King was growing before the current craze for protein and fiber, the trends have boosted its sales at a time when many restaurant chains are struggling to attract frugal consumers.

The increasing reliance on GLP-1 drugs, such as Ozempic and Wegovy, is partly responsible for consumers’ interest in increasing their protein and fiber intake. Then there’s the growing push from consumers and regulators away from so-called ultra-processed foods and artificial flavors and dyes, fueled in part by the “Make America Healthy Again” movement led by Health and Human Services Secretary Robert Kennedy Jr.

Smoothie King was somewhat ahead of the curve. In 2019, the chain ended its Clean Blends Initiative, which removed preservatives, artificial flavors and colors and genetically modified fruits, while adding organic vegetables.

“We have a ‘no-go’ list that’s longer than Panera’s, longer than Chipotle’s,” Felder said.

Moving forward, along with the redesign of its store, Smoothie King plans to share more of its story, from its founding to its banned ingredients.

“A lot of our guests care about 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 can get about our brand and our products… It’s a great tailwind for the category.”

With national average gas prices reaching $4 per gallon, consumers are showing signs that they are becoming more budget conscious. A number of restaurant companies, from Domino’s Pizza to Chipotlereported that sales declined in March, after the start of the US-Israeli war with Iran.

There’s also more competition than ever in the restaurant space for health-conscious diners, snacks and protein-rich meals.

However, Felder is optimistic that consumers will continue to purchase 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 stressed, they’re more likely to spend on things that make them feel good, rather than things that make them feel guilty.”